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BizReport : Ecommerce archives : June 08, 2016

Data outlines what Dad's want

Flowers and chocolate may reign supreme for moms at Mother's Day, but dads are a different story. Two polls shed insight on what dads want, and how merchants can provide.

by Kristina Knight

First, Ebates research indicates dads are looking to get away - even if it's just for the day. According to their poll about 32% of dads say they would like a vacation while 31% say tickets to a sporting event top their list.

As for what they don't want, 92% of dads say skip the gym membership and more than one-third say they're tired of getting ties, underwear and socks.

"Finding the right gift for Dad can be a challenge, since preferences seem to vary widely from year to year," said Kevin H. Johnson, CEO of Ebates. "Last year, clothing topped dads' wish lists, but this year it seems like most dads would prefer a vacation. Shoppers can count on Ebates to let them know exactly what to buy Dad and where to get the best coupons, discounts and cash back on those gifts."

As to what merchants can look for in revenue this year, BrandKeys data suggests the Father's Day spend will increase by 6%, not a huge increase but double that of 2015. On average, families are expected to spend $157 on Dad this year, with giftcards (40%), clothing (35%) and tools (20%) leading the spending categories.

"This year's survey found a slight increase in the number of consumers celebrating Father's Day (78%, +2%). Retailers are looking at ... relatively equal spends between Women and Men ($161.00 and $153.00 respectively)," said Robert Passikoff, Founder and President, BrandKeys. "A day born in memory and gratitude by a daughter who thought her father should be honored with a special day has turned into an expected $18.8 billion retail holiday."

Tags: BrandKeys, Ebates, ecommerce, Father's Day, Father's Day ad trends, Father's Day spend

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