Research: Online Father’s Day Shoppers Plan to Outspend Others

1 Comment | This entry was posted in, Marketing, Merchandising, Research

Long-awaited summer is almost here – and with it, time to honor the fathers and father figures in our lives on Sunday, June 21. Three-quarters of US consumers surveyed in May by BIGresearch plan to celebrate the holiday this year and – great news for our industry – fully 20% of those plan to do some portion of their Father’s Day shopping online. Members can download the full results from our site. Herewith a few highlights:

  • One quarter of online Father’s Day shoppers plan to spend more this year than last (that’s compared to just 12.7% of average adult shoppers).
  • Online shoppers continue to be a generous lot: online Father’s Day shoppers plan to spend a combined average of $153, or 62% more than the average Father’s Day shopper.
  • I’d hesitate to suggest that online shoppers somehow are more fond of their fathers than shoppers overall, but it is interesting that close to three-quarters of online shoppers are buying for their father or stepfather this year, compared with not even half of average Father’s Day shoppers. And while the numbers are much smaller, online shoppers are also twice as likely as average shoppers to buy for their grandfather, brother, friend, godfather, and “other” dads in their life (does online shopping simply make the gift shopping process easier, given the general ease to shop and ship for often far-flung father figures?).
  • Most popular gifts for Dad this year: greeting cards, a special outing (e.g. brunch or dinner), clothing, books and CDs, and ever-popular gift certificates, among other categories.
  • Approximately one-third of online shoppers will also purchase some of their planned Father’s Day gifts in department stores, specialty stores (e.g. for greeting cards, I’d venture), and discount stores.

As always, we welcome your thoughts and observations about online shopping for Father’s Day.

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Posted in: | Marketing | Merchandising | Research

One Comment

  1. Posted June 5, 2010 at 6:22 am | Permalink

    Interesting facts – our business is coming in to our first Father’s Day hoping that craft beer will be one of the preferred gifts to give.

    Other research I has seen indicates nearly half of fathers recently surveyed said they have pretended to like a Father’s Day gift they received.

    Will retailers make use of this and recommend more unusal Father’s Day gifts this year? Time will tell.

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