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Shoppers to Spend More on Dad

Father's Day spending for 2012 is expected to reach $12.7 billion.

Dads will get more recognition this year when their special day arrives, as shoppers are expected to spend about 10 percent more on dear ol’ Dad than they did last year.

That’s according to a recent survey by researcher BIGinsight and the National Retail Federation. The survey finds that shoppers will spend an average of $117.14 on gifts for Dad. While that’s less than what shoppers were projected to spend on Mom, $152.52, the gain shows that buyers want to close the gap.

“[Dad] may not ever expect the ‘royal treatment’ on Father’s Day, but this year Dad doesn’t have much of a say, as it’s evident his loved ones want to make sure he has a great day,” says Matthew Shay, president and CEO of the National Retail Federation.

Overall spending for dads is expected to reach $12.7 billion.

Most shoppers are expected to treat their dads to a special activity like golfing or eating out. However, shoppers will spend $1.7 billion on electronic gadgets, up from last year’s $1.3 billion total. They’ll spend the same amount on clothing and gift cards, $641 million on sporting goods and $645 million on books and music, the survey finds.

An estimated 28.4 percent of shoppers will buy these items online, up from 22.1 percent last year, officials note, adding that about 25 percent of tablet owners are expected to use their devices to buy a gift for Dad.

About 50 percent will use their tablets to research prices, according to the study. About 14 percent of smartphone owners are expected to buy with their phones.

“It should come as no surprise that dads are considerably laid back when it comes to their special day, opting most times to simply spend quality time with loved ones at a restaurant or at home in the backyard,” adds Pam Goodfellow, Consumer Insights director for BigInsight. “But this Father’s Day it’s evident that consumers want to thank Dad for the support and undivided attention he provides throughout the year.”

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

  • This is a great news for every seller. And that too in this very low selling period news like this would make them very happy and list more items to sell online….

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