The Hardest To Shop For? Nah, Get Him A Gift Card
In a survey of more than 1,000 U.S. consumers, CashStar found that dads topped the list as the hardest family member for whom to shop. The survey found that more than half (55%) reported having given a gift card as a Father’s Day gift. Among this group 36% have given a gift card every year for the past several years.
Cars. Fishing. Golf. Baseball. Any one of these are sure to bring up fantastic memories of hanging out with your dad. And, quicker than he can say, “Don’t tell your mother!” Father’s Day is upon us. Ask any dad what he wants this year and the odds are very good that you will receive the following answer: “I don’t know; nothing.” Yet in spite of Dad’s perennial lowball request, consumers will still spend a record-high $14.3 billion this June 19th, according to NRF’s annual survey.
“It’s encouraging to see consumers planning to splurge on dads,” said Matthew Shay, President and CEO of NRF. “This increase in spending could be a good sign related to consumers’ willingness to spend more as we head into the second half of the year.”
Retailers hoping to catch their share of this year’s Father’s Day spend will want to bundle product offerings with experiences, particularly those that can be shared by both the children and the dads. Merchants should also consider combining Father’s Day promotions with other seasonal events, like graduations and summer holidays, since spending levels for dads consistently lag behind those for moms.