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Consumer Trends

Online shoppers to spend slightly more on Dad this year

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Come June 19, fully three-quarters of Americans plan to celebrate the dad in their life.  That’s according to brand new results from the BIGresearch Consumer Intentions & Actions Survey conducted earlier this month for NRF. members can download the full results and see the press release for further details.

While this figure is slightly lower than the 83% who just celebrated Mother’s Day, it is certainly good news for retailers kicking off the early summer season.  Almost one-quarter of all U.S. consumers celebrating Father’s Day will shop online for at least some of their gifts.  Of those, most plan to spend about the same as they did last year, while almost one-quarter actually plans to spend more.  Overall, online consumers expect to spend a combined average of $173.64 on Dad (up from $153 last year), which is more than 63% more than shoppers buying only offline.

My greatest challenge for this annual event?   What to buy that he’ll like, doesn’t already have and will actually use.  I think I’ll take my cue from fellow online shoppers: taking Dad out for a special outing such as dinner or brunch topped the list for online shoppers surveyed, who plan to spend a net average of $28.05 for some quality time together.  We all know that Dad often is also a gadget guy, and online shoppers plan also to spend a net average of almost $27 on consumer electronics and computer related accessories.  And for those of us really stumped, there’s always the trusty gift card, for which online shoppers will spend a net average of close to $19.

Of course, a customer problem is a marketer’s opportunity to get creative and (certainly these days) get customers involved.  Perhaps all the angst around what to buy will spur an interesting social media campaign or two around best gifts or gestures to say “thanks” to Dad, getting customers to post their ideas, asking them to “like” the ideas that appeal to them, and then sharing the ideas with friends and followers.  I, for one, will be on the lookout for this very welcome input.