If a new survey from the National Retail Federation proves correct, Americans are ready to show the dads in their life some love this Father’s Day. NRF announced last week that it expects total holiday spending to reach $16 billion this year, an increase from last year’s $15.3 billion, and an all-time high in the history of the group’s Father’s Day survey.
Greeting cards, special outings, clothing and gift cards are the most popular items on people’s lists.
(The survey does not include a category specifically for flowers and plants.)According to NRF, “Father’s Day spending has grown 70 percent, approximately $6.6 billion, since 2009. The biggest drivers of Father’s Day spending are growth in spending by consumers ages 35-44, and spending on clothing, special outings and gift cards. This year, 75.9 percent of people plan to celebrate and are expected to spend a record $138.97, up from last year’s $132.82, and up from $91 in 2009.”
Other highlights from the survey:
- Popular shopping venues include department stores (39 percent); online (34 percent); discount stores (24 percent) and specialty stores (23 percent)
- 57 percent of smartphone/tablet owners plan to use their device for Father’s Day shopping; 38 percent say they’ll use their mobile device to research products and compare prices.
53 percent plan to buy for their fathers or stepfathers; others will shop for their husbands (27 percent) or sons (9 percent).
Think Father’s Day is a non-event for florists?
Clay Atchison, owner of McAdams Floral in Victoria, Texas, has found a way to turn snack baskets into best sellers — to the delight of dads and the wives/daughters/moms buying gifts for them.
“Even I was surprised when I looked at the sales,” he said. “And, really there’s nothing glorious about our snack baskets, but guys love them. We just layer on the snacks. Sometimes it’s a sweet and salty basket filled with candy bars, beef jerky and chips; sometimes it’s a just a salsa and chips and queso basket.”
SAF has (free!) resources you can put to use in your store to promote Father’s Day this year. Check them out.
Mary Westbrook is the editor in chief of Floral Management.
