• by Jack Loechner , Staff Writer @mp_research, June 6, 2006

Dad's Only 3/4 As Important as Mom

According to the NRF 2006 Father's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, spending on Father's Day this year is anticipated to reach $9.0 billion, up from last year's $8.2 billion.

When it comes to spending on gifts for Dad:

• The average person is expected to spend $88.80, compared to the $122.16 spent this year on Mom
• Last year 36.8% of consumers bought from big box stores
• This year 32% are planning on hitting department stores
• 30.6% specialty stores
• Only 29.7% buying from discounters
• 6% heading for specialty clothing stores
• 15% buying online
• 3% placing catalog orders

NRF President and CEO, Tracy Mullin, said("In spite of higher gas prices, lower consumer confidence, and inflation concerns, shoppers are still opening their wallets for what's really important. Because retailers across all channels and formats have something to gain from Father's Day spending, we expect the holiday to be quite promotional this year." ((

Almost 69 percent of consumers are expected to purchase at least one card for Father's Day. Other favorites for Dad this year are:

• Gift certificates 27%
• Special meals or outings 38.1%
• Clothing 32.0%
• Books or CDs 22.3%
• Electronics or computer-related accessories 15%
• Home improvement or gardening tools 10.9%
• Sporting goods or leisure items 9.1%
• Tools or appliances 11.2% ((

Women are the lead spenders for this holiday, with average per-person spending anticipated to reach $90.41, about the same as 2005. Men will spend approximately $87.07 for dad this year, slightly higher than the $79.42 last year. ((

Spending Plans from Selected Data
	All (18+)	Men	Women	<$50K	$50K+
Percent Celebrating Father's Day	75.9%	75.8%	76.0%	70.9%	82.2%
How much do you plan to spend on Father's Day gifts for each of the following items?
Books or CDs
Average $ (of Spenders)	$22.97	$24.40	$21.45	$19.86	$25.76
Percent Buying	22.3%	23.9%	20.9%	18.4%	26.2%
Net Average ( billion $)	5.13	5.83	4.47	3.65	6.75
Clothing
Percent Buying	32.0%	24.0%	39.5%	29.0%	33.2%
Net Average ( billion $)	12.3	10.0	14.48	8.85	15.17
Consumer electronics or computer related accessories
Percent Buying	15.0%	17.9%	12.3%	13.6%	16.2%
Net Average ( billion $)	11.78	14.49	9.27	6.92	16.86
Home improvements or gardening tools
Average $ (of Spenders)	66.20	75.92	57.41	67.70	67.81
Percent Buying	10.9%	10.8%	11.0%	9.5%	12.6%
Net Average ( billion $)	7.23	8.18	6.34	6.41	8.56
Source: BIGresearch CIA May 2006

The poll of 7,388 consumers was conducted from May 3 - 10, with a margin of error of plus or minus 1.0 percent, and estimates based on total extrapolation of U.S. adults 18 and over (222.9 million).

For sample charts from this survey, as well as complete results by age, gender, and region of the country, please go to this site.