• by Sarah Mahoney  @mahoney_sarah, June 6, 2017

Americans may not spend as much cash on their fathers as they do on moms, but that doesn’t mean they don’t have a soft spot for the Old Man: The National Retail Federation predicts Father’s Day spending will hit a record high of $15.5 billion this year.

That’s considerably less than what people typically spend on Mom. Last month, the NRF predicted the Mother’s Day outlay would top $23.6 billion, also a record. But some are hoping to appeal to a broader audience by expanding the day’s definition.

Just as many brands have urged people to celebrate all the special women in their life on Mother’s Day, Unilever’s new Dove Men+Care effort looks to expand the paternal universe, encouraging people to honor uncles, teachers, grandfathers and coaches.

Unilever says its research shows that 75% of men see the evolving caring roles in their lives as having a positive impact on society. “Let’s celebrate all the men who were there to care,” it says in its ad, inviting people to share about these great guys on social media, with a #theretocare hashtag.

Over at Gillette, however, Dads get all the glory — even more than their kids’ smartphones. In an expansion of last year’s “Go Ask Dad” campaign, it notes that 84% of sons say they go to their phones for information about anything from how to tie a tie to how to ask a girl out, while only 13% rely on Dad. Through a trick of voice-scrambling technology, dads answer their son’s question and finish with hugs and happy tears. 

The NRF, which included some 7,300 adults in its survey, says planned spending on grooming items like cologne, aftershave and razors is up 20% from last year, outpacing growth in all other categories.

While Dockers’ ad plays it for laughs by poking fun at Dad’s dismal style sense, TDAmeritrade also goes straight for dad’s heart, with a soulful re-rendering of the classic folk song “The Cat’s in the Cradle.” In this version, though, Dad makes sure he is on hand for every critical interaction. “Invest in every minute” is the tagline.

The NRF study supports that strategy: This year, wanting to spend time together is on the top of gift-givers’ lists, with the biggest share of spending going to events like a ballgame, dinner or concert. And 27% of dads in the survey say they’d like to receive a gift of such an outing.

On average, those celebrating the day, about 77% of the population, expect to spend $134.75, an increase from last year’s $125.92.