Father's Day spending up this year, but still lags far behind Mother's Day spending and celebrations
Americans will spend slightly more on dads this Father’s Day, according to consumer spending trends tracked by the National Retail Federation. But Father’s Day still lags far behind Mother’s Day when it comes to spending and celebrations.
The average person will spend just under $120 for Father’s Day, the NRF reports. This is up from $117 last year. Total spending for Father’s Day is expected to reach $13.3 billion. In comparison, Mother’s Day spending earlier this year was expected to jump 11 percent from the previous year to $20.7 billion.
Consumer spending trends find Father’s Day spending typically lagging behind Valentine’s Day and Easter, and just ahead of the Super Bowl. Mother’s Day spending, on the other hand, is second only to the winter holiday season as the nation’s biggest retail holiday, NRF data states.
Oh, dad, poor dad. Americans are five times more likely to celebrate Mother's Day than Father's Day, according to a June survey of Affluent investors conducted by Millionaire Corner. Half of those surveyed said they celebrate Mother’s Day, vs. 9 percent who attend festivities on behalf of father.
Millennials and baby boomers are slightly more likely to mark Father’s Day on their calendars (11 percent) as opposed to Gen Xers and those over the age of 60 (8 percent).
A silver lining for Father’s Day gift-givers is that dad’s expectations may be low. “Never expecting more than a nice day out or a special family dinner, dads are usually easy to shop for,” said NRF President and CEO Matthew Shay, in a statement.
Consumers will mostly stick to the traditional gifts for dad, but some will splurge on clothing, electronic items, and special outings, according to the NRF survey of consumer spending trends. Those celebrating Father’s Day will spend $2.5 billion on a special outing, such as a sporting event or dinner, $1.7 billion on a new electronic gadget, such as a tablet or GPS system, and $1.8 billion on clothing. Dad can also expect plenty of gift cards ($1.8 billion), home improvement and gardening tools ($755 million), sporting goods ($710 million), personal care items ($707 million), and even automotive accessories ($592 million).
Consumer spending trends find mobile devices playing a role in Father’s Day shopping, Two in five of those who own a tablet plan to use it to buy a Father’s Day gift, while 51 of tablet owners will use their device to research products and compare prices, redeem coupons and look up retailers’ information such as store hours and location. Nearly 43 percent of smartphone owners will use their mobile device to research Father’s Day gift ideas, compare prices and look up store information.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.