What Will Be the Expected Spending & Gifts on Father’s Day 2022?
Every year Americans go the extra mile on Father’s Day, and local eCommerce and retail stores offer a variety of gift-giving options, creating new memories.
We drew on the NRF’s (National Retail Federation) annual Father’s Day survey to give you insights & Analytics. They have been conducting this survey since 2003, providing very interesting data for marketing calendar for businesses on such an important date as Father’s Day, whether they are physical or online businesses.
Before we start… A few general points
The pandemic has not disappeared, it is still going on, but consumers are still ready to show Dad their love this Father’s Day.
- 75% of consumers plan to celebrate Father’s Day.
- 58% of people say they are likely to celebrate Father’s Day virtually this year.
- Top gift categories are personal care, home and garden tools, and appliances.
If you have a business, make the most of this key date with seasonal campaigns, promotions, and everything else you can think of. Now is the time!
How do Americans celebrate Father’s Day?
If we focus on historical spending, we see, in the 2020 overview, that on Father’s Day last year, 75% of people celebrated compared to 25% that did not. The average expected spending was $148.58 and the total expected spending was over $15 billion.
This year, 2021, what is expected is similar participation of 75-76% of the U.S. population, but with an even higher total expected to spend, reaching $17 trillion. Don’t waste this opportunity and start your Father’s Day seasonal campaigns NOW… Take advantage of this golden opportunity!
Demographics Spending/Celebrating for Father’s Day 2021
Last year men spent on average $62.59 more than women. In terms of percentage celebrating in 2020, men also outpaced women with 4% more people celebrating.
Focusing on age, consumers who spend the most on this date are those in the 35-44 age range, followed by 25-34-year-old, and the lowest spenders by age range are older people.
By region, we know that in the U.S., spending on Father’s Day is fairly similar, all above $100 on average, with the west coast spending a little more, $159.89 on average, but the south coast and northwest having the most celebrations, with a 76% share. However, as we have said, the differences in both spending and celebrations are minimal, not exceeding 2% in any of the cases.
Father’s Day 2021 Demographics: Purchasing Plans
As for the type of gift most selected on these dates, we could establish the following ranking, corresponding to the most selected gifts of 2020. Pay attention, because if your online store offers any of these products, it is time to boost them with special seasonal marketing actions!
- Greeting Cards – 54-60%
- Clothing – 45-48%
- Special Outing – 43-39%
- Gift Cards – 41%
- Books or CD’s – 31-17%
- Electronics – 30-15%
- Home improvement, sporting goods, tools or appliances, and personal care products – 29-13%
So, this gives you hints on how to leverage the different categories of your sales products!
Find Some Inspiration Depending on your Target Demographics
In a small final survey on what the public wants to look for in the coming year, the NRF (National Retail Federation) reports some very interesting conclusions…
- 26% of consumers say that they will find a gift that’s convenient for them.
- 41% of respondents think they will look for a gift that is unique, original, or different.
- However, 18% believe that in 2021 they will look for something inexpensive or most cost-effective as a gift.
- Thirty-six percent say they will look for a gift that evokes and creates a special memory in their father’s mind.
- And finally, 11% are not sure what they will give this year.
Experiences and other gifts
What about other gifts such as experiences or subscription boxes? These types of gifts are increasingly selected by consumers because of their versatility and the choice they give “the gift giver”. On Father’s Day, 22% of consumers plan to give their father an experience as a gift (28% men and 18% women) while 36% are interested in giving a subscription box.
Reinvent yourself or die!
As we can see, Father’s Day is one of the most important seasonal dates of the year (along with Black Friday, Cyber Monday, or Mother’s Day) and, therefore, as in all key dates, we recommend that you take advantage of the opportunity by creating seasonal campaigns, promotions and special discounts for this date, newsletter, and give a push to your Google Ads campaigns! The data supports it, Father’s Day is important for all stores, and this year, with the pandemic, particularly so for online stores.