Spending on Dad will mirror what Mom got


Survey / PollThe good news for fathers is that consumers plan to spend the same amount they spent on Mom last month. The bad news: the gifts will tend to fall in the practical category.

According to PriceGrabber’s 2012 Father’s Day Shopping survey, 70% are opening their wallets, be they actual or virtual, just as wide as they did in celebration of Mothers Day.

57% will be spending less than $100, 21% will spend between $100-$249, 11% will spend $250 or more, and 11% are operating without a budget.

The practical category will account for 41% of spending, and includes such items as tools, auto accessories and appliances. 21% will opt for entertainment items such as music, videos, video games or electronic devices. 21% will spend on clothing or accessories (need another tie, Dad?). 15% will add to Dad’s collection of outdoor items with barbeque paraphernalia or lawn furniture. And 18% will be purchasing electronics in like a computer, tablet or smartphone.

PriceGrabber provided a breakdown of the higher-ticket tech category, which is divided as follows: tablet 48%, smartphone 23%, computer 20%, camera 13%, and television set 12%.

56% say they will be buying gifts online, as opposed to 36% that will be going to an actual real location.

“Consumers are still budget conscience and will look for deals when Father’s Day shopping this year,” commented Graham Jones, general manager of PriceGrabber. “Even though most shoppers plan to spend under $100 on their Dad this year based on our survey data, it’s not surprising to see that retailer tactics such as free shipping, price cuts, sales and coupons will help sweeten the deal when enticing consumers to buy gifts for Dad this holiday.”

16% have already bought gifts (at least on month in advance), 30% said they will purchase gifts two weeks in advance, 28% said one week and 16% will wait until the last couple of days.

RBR-TVBR observation: Practical gifts, of course, are not bad news for practical guys, nor are they bad news for all dads who agree that it’s the thought that counts.