Father's Day study: Americans spend far less on dads than moms


The National Retail Federation says in a new study that Americans are expected to spend about $12.5 billion on Father's Day this year, about $7.4 billion less than they spent for Mother's Day.

In fact, the NRF says, the amount spent on dear old dad is "a blip on the retail sales radar compared to Christmas and Mother’s Day."

Why? WCCO sought out answers in its "Good Question" segment.

Tina Wilcox, who owns the Black Retail Agency, tells WCCO that it's easier to buy things for mothers, thus providing more options. Plus, she says – controversy alert – moms do more work in many households and deserve a bigger "thank you" than dads.

Wilcox also said dad's wish lists are smaller, although the items are more expensive.

One dad questioned on the street by WCCO said if he wants something, he gets it now.

"We usually go out and buy what we want when we need it," he said. "We don't wait."

NRF's Father's Day Spending Survey, which was conducted by Prosper Insights & Analytics, found the average person will spend $113.80 in total, on such gifts as neckties, tools, electronics – down from $119.84 in 2013.

Most of those surveyed, though – 64 percent – say they simply thank dad with a greeting card.

Robert Passikoff, president of the retail consultancy Brand Keys, tells Today.com that people spend less on mom, partly because many people feel a bigger emotional link to their mothers.

Brand Key's outlook for spending this Father's Day is a little more optimistic. The firm expects consumers to spend an average of $145 on dads, for a total of $14 billion compared with NSF's $12.5 billion estimate.

The NRF said consumers spent $17.3 billion on Valentine’s Day this year, and $15.9 billion at Easter. The Christmas holiday season, not surprisingly, was the biggest, with more than more than $600 billion spent last year, the foundation said.


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