Father’s Day was inaugurated in United States in the early 20th century to complement Mother’s Day in celebrating fatherhood and male parenting.
On July 19, 1910, the governor of the U.S. state of Washington proclaimed the nation’s first “Father’s Day.” However, it was not until 1972, 58 years after President Woodrow Wilson made Mother’s Day official, that the day became a nationwide holiday in the United States.
Let’s see some numbers according Brand Key’s survey!
This year’s survey indicates a slight increase in the number of consumers celebrating Father’s Day over last year (78%, +3%), and retailers are looking at an average spend of $145.00 to recognize Dad, with pretty much an equal spend between Women and Men ($155.00 and $135.00 respectively)” in is expected to be a nearly $14 billion dollar retail holiday.
What Consumers Will Be Buying
Here’s what celebrants indicated they were looking to buy for Dad, (parentheses indicate percent-change from last year):
Gift cards 45% (+6%)
Electronics 15% (- 5%)
Clothing 23% ( -0- )
Tools/Automotive 25% (+5%)
Wine & Spirits 15% (+5%)
Sporting Goods 14% (+4%)
Smartphones 10% (+4%)
Spa Services 8% (NA)
Books/eBooks 3% (- 2%)
DVDs/CDs 2% ( -0- )
The biggest change was in Gift Cards (up 6%), followed by Tools and Automotive accouterments and Wine and Spirits (each up 5%). Consumers are still shopping smarter, but as high-tech products were the gifts-of-choice last year, anticipated sales in those categories are down a bit, “a similar pattern we saw for Mother’s Day this year.
Where They’re Shopping for Dad
When it comes to “bricks and mortar” stores, and perhaps reflecting a willingness to spend a bit more this year, Specialty Outlets are up 4%, double that of Department and Discount Stores (+2%), “but as it happens every year,” noted Passikoff, “online is up again, this year by 10%.
Department Stores 42% (+ 2%)
Discount Stores 36% (+ 2%)
Online 35% (+10%)
Specialty Outlets 20% (+ 4%)
Catalog 3% (- 0 -)
But whatever they buy and wherever they buy it, beyond cards, people intend to “connect” with Dad on Father’s Day at levels similar to those of last year, with some small differences between Men and Women. Phone calls are #1, but Personal Visits are up 5% over last year.
Total(T) Men(M) Women(W)
Phone: T52% M45% W59%
Personal Visits: T30% M18% W42%
Online: T25% M20% W30%
Ok it starts to get boring for you? Enough with numbers then!
As I'm a big fan of watches I would like to share with you something! Enjoy this video of one of the my favorite watch brand Baume Mercier!
Missing you dad!... Love you!
Happy Father's Day!