Father’s Day Spending Reaches 8-Year High

May 31, 2011

nrf-fathers-day-may-2011.JPGAlthough seven in 10 (69%) US adults expects to spend the same on Father’s Day this year as last year, Father’s Day (June 19, 2011) spending should reach its highest point in the eight years it has been tracked by the National Retail Federation (NRF) and BIGresearch. Americans will spend an average of $106.49 on Father’s Day, up 13% from $94.32 last year and 17% from $90.89 in 2009, according to the May 2011 NRF Consumer Intentions and Actions Father’s Day survey.

Total Spend Up 13% YOY

Total Father’s Day spending is expected to reach $11.1 billion, up 13% from $9.8 billion last year and 18% from $9.4 billion in 2009. In terms of spending more, less or the same on Father’s Day this year, there is essentially no gender gap. Of those not expecting to spend the same, about 14% expect to spend more and 17% expect to spend less.

Spending on Outings to Total $2B

According to the survey, more people will be taking their father on a special outing this year, spending $2.1 billion on activities like golfing, eating out or heading to the movies, which is up 10.5% from $1.9 billion last year. Other presents that will inspire heavy spending include gift cards ($1.4 billion), sporting goods ($653 million) and automotive accessories ($593 million).

Traditional Father’s Day gifts like electronics ($1.3 billion), clothing ($1.4 billion), home improvement or gardening tools and appliances ($1.4 billion) and books or CDs ($598 million) will also remain popular.

Dept. Stores Stand to Gain

More than one-third of shoppers will shop at a department store (35.2%) and nearly as many (32.2%) will shop at a discount store. Additionally, more than one-quarter (26.9%) will shop at a specialty store (electronics, gift store, etc.,) and 22.1% will shop online. Just about one in 10 will shop at a specialty clothing store (8.9%).

Dads/Stepdads Leading Gift Recipients

Most people will buy for their father or stepfather this holiday (50.3%) but others will treat their husband (26.1%), son (8%), grandfather (4.7%), brother (5.8%) and friend (5.3%) to something nice.

Mother’s Day Spending Up 16%

Total US spending related to Mother’s Day was expected to reach $16.3 billion this year, according to an April 2011 survey from the National Retail Federation (NRF) and BIGresearch. This figure is up 16% from $14.1 billion in 2010. Average Mother’s Day spending per person was expected to rise about 11% from $126.90 in 2010 to $140.73 this year. That figure is also up close to 14% from $123.89 in 2009 and is roughly equal to average per person spending of slightly less than $140.

About the Data: The NRF 2011 Father’s Day Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Father’s Day holiday. The survey was conducted for NRF by BIGresearch. The poll of 8,344 consumers was conducted from May 3-10, 2011.

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