Father’s Day Spending Expected to Reach A New High

June 13, 2019

This article is included in these additional categories:

Customer-Centric | Demographics & Audiences | Industries | Retail & E-Commerce | Spending Trends | Youth & Gen X

Father’s Day spending is estimated to rise from last year’s $15.3 billion to reach $16.0 billion, says the NRF in a new forecast, pushing this year’s total to a new peak. This growth comes despite a slight dip in the percentage of American adults planning to celebrate Father’s Day (76% this year compared to 77% last year). These celebrants estimate that they’ll spend $139 each, on average – an increase from 2018’s figure of $133.

Once again this year, the forecast shows very similar patterns to an earlier prediction surrounding Mother’s Day. In that research, retail spending related to Mother’s Day had rebounded to a record high after falling just shy of the record total the year before.

However, Mother’s Day remains a much bigger retail event than Father’s Day. For comparison’s sake:

  • Total Mother’s Day spending this year was forecast to be about 56% higher than this new prediction surrounding Father’s Day;
  • More adults planned to celebrate Mother’s Day (84%) than expect to celebrate Father’s Day (76%); and
  • Celebrants planned to spend almost $57 more per-person for Mother’s Day ($196) than they plan to spend on Father’s Day ($139).

There is one similarity, though: 35-44-year-olds are projected to be the biggest spenders on dads ($198 per celebrant), as they were forecast to be for moms ($248).

The most common purchase for dads this year? Greeting cards, planned by 62% of shoppers. Next up are special outings such as dinner or brunch (47%), clothing (46%) and gift cards (43%).

While less popular, other categories planned for purchase include home improvement (17%), sporting goods (16%) and automotive accessories (16%).

In terms of total spend, special outings top the list with a projected outlay of $3.3 billion, followed by clothing ($2.5 billion), gift cards ($2.3 billion) and consumer electronics ($1.8 billion).

Department stores will be the most popular shopping destination (39%), per the report, ahead of online shopping (34%), discount stores (24%) and specialty stores (23%).

About the Data: The results are based on a survey of 7,591 adults (18+) conducted from May 1-9, 2019. The survey has a margin of error of plus or minus 1.2% points.

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