“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.”
A second national study by Planet Fitness found that, not only is the dad bod type on the rise, with 25.1 million adult men in America (21%) self-identifying as having a dad bod in 2018 versus 21.5 million adult men in America (18%) in 2017, but both men and women agree that it’s the ultimate badge of fatherhood and comes with a plethora of benefits, from increased confidence, happiness with physical appearance and even greater marital bliss.
New research on dads reveals they are more connected emotionally and technologically than ever before. TodayÛªs dads see their roles very differently from dads of previous generations. For brands looking to connect with the dads demo, itÛªs important to understand the major shift this generation is ushering in.