Retailers to Target the 77% of Americans Celebrating Father’s Day

BY Rachel Cagle
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"Father’s Day spending was estimated to total a near-​record $15.3 billion in 2018, according to a study released by the National Retail Federation and Prosper Insights & Analytics. A total of 77% of Americans were predicted to celebrate Father’s Day and spend an average of $133 per person."

"The expected spending would be second only to last year’s $15.5 billion, the highest in the 15-​year history of the survey at an average $135 per person. Individuals between 25 and 34 years old were thought to be the biggest spenders this year at an average $188 per person."

"According to the survey, consumers planned to spend $2.2 billion on clothing (purchased by 43% of shoppers), $2.1 billion on gift cards (42%) and $1.8 billion on consumer electronics (20%). In addition, $878 million was thought to be spent on home improvement supplies (16%), $862 million on personal care products (19%), $844 million on greeting cards (63%) and $830 million on tools or appliances (16%). Another $798 million was spent on sporting goods or leisure items (16%), $686 million on automotive accessories (16%) and $628 million on books or music (22%)."

Men's Clothing Shoppers may turn to the internet to help find the perfect gift for dad on Father's Day. According to AudienceSCAN, last month, 55.2% of these shoppers used a search engine to research a product they were considering. Most (91.2%) prefer Google. Additionally, within the past six months, 31.6% watched a TV commercial on YouTube, a social media platform that 65.7% are active members of.

"The survey found 47% of consumers plan to give a 'special outing' gift, such as a concert, sporting event or dinner. This category represents the largest share of spending at $3.2 billion."

'Special outing gifts have steadily grown in popularity for Father’s Day since their lowest point in 2009,' Prosper Insights Executive Vice President of Strategy Phil Rist said. 'These consumers, especially those between 18 and 24 years old, want to offer something to their dad’s that is unique, thoughtful and allows for quality time on dad’s special day.'”

To find that special gift, 39% of those celebrating the holiday headed to a department store, 34% shopped online, 25% visited a discount store and 24% went to a specialty store. Nearly half of smartphone users planned to use their device to help make purchasing decisions while shopping on Father’s Day.

Over half of those surveyed planned to buy for their fathers or stepfathers (53%) followed by husbands (27%) and sons (10%).

Special Father's Day deals can be promoted to Men's Clothing Shoppers through many forms of advertising. According to AudienceSCAN, 73.5% of these consumers took action after seeing a TV commercial, 57.5% were driven to action by ads in both digital and print newspapers and 56% took action after hearing both digital and over-​the-​air radio ads. These consumers are also 48% more likely than others to take action after seeing ads in movie theaters and 71% more likely to find ads on their mobile ads helpful.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.