NRF forecasts Father's Day online spend to fall

The National Retail Federation says it's traditional socks, neckties and family entertainment for Father's Day this year, but the average spend among Americans will be down on last year.

by Helen Leggatt

It's hardly surprising, but the National Retail Federation's 2009 Father's Day Consumer Intentions and Actions Survey, conducted in early May, found spending on Father's Day will be down this year on last. The research, conducted by BIGresearch, found that Americans will spend on average $90.89 on their fathers this year, $3.65 less than 2008.

However, the research contains encouraging news for online retailers. Even though the number shopping online is just short of 18% of the total, they are predicted to spend over 50% more than the average shopper at $136.31, although even this figure is down on last year.

What are they intending to purchase online? While many (38%) are sticking to Father's Day favorites including clothing such as neckties and socks, the majority will purchase CDs and books (40.5%). Gift certificates (36.3%) and consumer electronics (29.1%) were also popular presents.

What marketers need to be aware of is that online shoppers intend to shop across multiple channels. This means marketing messages, whether on- or offline or even via mobile, need to push sales in all outlets.

Tags: Father's Day, multiple channel, NRF, online retailers, online shopping