The survey finds that dad’s role as household's chief purchaser is less than they perceive, at least from a mother’s perspective.
Mothers appear to be in little danger of being usurped as the household's chief purchasing officer, according to a recent survey of consumer spending trends conducted by Child’s Play Communications. Mom remains by far the No. 1 decision maker when buying for home and family. The survey finds that dad’s role is less than they perceive, at least from a mother’s perspective.
The Child’s Play survey polled nearly approximately 1250 couples across the U.S., asking for each one's view of dad's decision-making role in 20 different product categories. The consumer spending trends survey looked at where dads were "entirely" responsible for a product category, then "primarily" responsible and lastly, where they "shared responsibility equally" with their spouses.
The report concluded:
· Moms remain the major household purchasing decision maker in about 80 percent of families.
- Moms are responsible for about two-thirds of household purchasing decisions, which contrasts with conventional wisdom that moms are responsible for about 80 percent, and is an indication that dads are getting more involved.
- Dads continue to dominate decision making in are considered traditionally "male" categories. Almost two-thirds (62.5) of dads and 55 percent of moms indicated that dad was entirely responsible for buying decisions related to home repair, while 57 percent of dads and 50 percent of moms said dad had sole responsibility for lawn and garden purchases.
- Similarly, almost half of dads (49 percent) compared with 38 percent of moms said that dads , handle all decision making for automobiles
- Dads are minimally involved with buying children’s products, moms indicated. Only 1.1 percent of dads were reported by moms to be entirely responsible for buying children's toys and clothes. Dads agreed, claiming sole responsibility 2.2 percent of toy purchases and 1.2 percent of children's clothes.
- The balance between moms and dads leveled off in four purchasing categories. When asked where they shared responsibility, moms and dads responded home furnishings family travel, family entertainment and appliances.
A survey of Affluent households conducted last summer by Spectrem’s Millionaire Corner reflected these consumer spending trends. When asked about back to school spending, the year’s biggest shopping season after the winter holidays, women took the lead in purchasing clothing, school supplies and extra-curricular activities, while a near equal percentage of men and women said they were paying tuition.
As to where they intended to do their shopping, women were substantially more likely to indicate they would be frequenting shopping malls, department stores, big box retailers, office supply stores, grocery stores and retail pharmacies. Men and women were equally disposed to do school supply shopping online.
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.