Decreasing Focus On Dad This Father’s Day?

Dad is not what he used to be! Over the last few years, reports have come out revealing that men are increasingly doing more regular household spending on things such as groceries.  In the past, this task was mainly done by wives and mothers but roles have shifted as more women have remained in the workforce and husbands and wives have been dividing up household tasks in a different way.

You may then think that Father’s Day might be increasing in popularity with this shifting of roles.  However, Father’s Day remains one of the smallest of the gift-giving holidays and according to the 2014 National Retail Federation’s Father’s Day Spending Survey (NRF), Americans are expected to spend even less this year.

Total US holiday spending is expected to reach $12.5 billion this year and the average person will spend $113.80 on gifts, just down from $119.84 last year.  But, consumers are still out there spending and there are still hefty retailer profits to be made during this holiday.

‘Experience gifts,’ such as tickets to a sporting event or dinner at a restaurant are popular with Dads and Americans will spend $2.5 billion on these items.  In addition, the survey found that consumers spend on apparel ($1.8 billion), electronics ($1.6 billion), tools or appliances ($663 million), sporting goods or leisure ($662 million), home improvement ($645 million), personal care items ($641 million), books or CDs ($555 million) and automotive ($520 million).  Gift cards will also be popular with Dad.


Canadian Tire is a company that has a lot of what some Dads are looking for and has tailored a Father’s Day program to accommodate these needs.  It is having its ‘Big Red Weekend Father’s Day Sale’ that separates gift ideas based on if Dad is an auto enthusiast, sports enthusiast, outdoor enthusiast, handyman, chef or tech lover.  This is one company that knows what Dad likes.

Other mass merchandisers such as Wal-Mart Canada also have many items suitable to fit Dad’s needs and the promotional campaign ‘A Day Just For Dad’ has segmented items for quick review.

Department stores like Sears or Hudson’s Bay are providing many different items for Dad and are able to fill needs in the important apparel category.

Home improvement stores such as Lowe’s Canada stores are also focusing on Dad with the ‘Dad Deserves The Best’ promotion providing outdoor and home improvement items along with unique items for the Dad who has everything.

Home improvement competitor Home Depot also has a full line-up for handyman Dad’s, yard perfectionists, grill master’s and innovation enthusiasts.  The company is also hosting the ‘Father’s Day Ultimate Power Event’ providing significant savings on select power tools.

Retailers aren’t the only ones who can focus on Dad this year.  Food service providers such as Tim Horton’s can offer gift cards for Dad to help set him up for coffee and snack purchases and grocers like Loblaw can promote ideas such as a Father’s Day barbeque with select grocery items on sale.

There are many ways retailers, food service providers and grocers can help provide consumers with many different alternative buys for Dad this Father’s Day. After all, Dad is an important guy who deserves to be rewarded ever


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