With Fewer Hugs, Consumers Plan To Spend More On Dad

While social distancing may be keeping some people away from dear old dad this year, it looks like they’ll spend a little more on him to make up for it.

The National Retail Federation reports 75% of consumers surveyed plan to celebrate Father’s Day in some way, down a bit from 2019. Those who are observing the holiday say they intend to spend about $149 on gifts, an increase of about $10 compared to last year, amounting to roughly $17 billion in total spending.

And while more celebrations will certainly be virtual compared to a COVID-free 2019, it’s clear consumers are feeling a little more confident about venturing out to see extended family. Some 58% of respondents say they are likely to celebrate Dad virtually this year, compared with 66% who did so for last month’s Mother's Day holiday.



Whether they’ll see him in person or not, 77% say that Father's Day feels more important this year, precisely because of COVID-19. And among shoppers under the age of 35, that means looking for gifts that are unique or somehow create a special memory.

Interest in giving personal care products is up 25%. And while that includes the always popular grooming and aftershave category, it likely includes items like men’s hair clippers for at-home cuts.

Also reflecting DIY pandemic trends? Gifts for gardening, along with tools and appliances, are more appealing, with 21% more people saying they’ll purchase gifts in those categories compared to 2019.

While taking Dad out for a special meal or buying him tickets to a game or concert may be more challenging this year, experiential gifts are still popular, mentioned by
22% of givers.

Subscription boxes are also appealing, cited by 36%. Men are especially keen on such gifts, with 44% mentioning them.

The survey, conducted by Prosper Insights & Analytics, is based on responses from 8,200 adults.

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