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Numbers at a Glance
- Retail spending on Father’s Day was estimated to be £951 million
- The average gift budget increased from £20 to £24
- Pre-pandemic levels of individual spend were £30 on average
- 81% of dads will be seeing their children this year, up from 50% in 2021
- A quarter of Brits will spend Father’s Day at a restaurant or pub
- Children in Belfast are splurging the most this year £35.33 on each gift
- 30% of those polled will be treating their dad to food or alcohol this year
What is Father’s Day?
On Father’s Day, many people make a special effort to visit their father or the father figure in their life. They often take or send cards and gifts. This year, Father’s Day is celebrated on Sunday 19 June.
In this round-up of Father’s Day statistics will provide some interesting figures and projections before looking at what gifts are popular, and suggesting some slightly different gifts. Finally, we will conclude with the observation that British retailers are falling behind in their marketing to a more gender-fluid society, particularly in comparison with their US counterparts.
Some families celebrate Father’s Day by planning an outing or weekend trip. This may be a simple walk in the countryside or a whole planned “experience” if the budget allows.
Other families organise a special meal at home or in a pub or restaurant. A common Father’s Day meal is a traditional roast dinner with meat, stuffing, potatoes and vegetables, which can be enjoyed in a pub and accompanied by a few pints of ale or lager.
What Are The Figures Telling Us?
Last year, retail spending on Father’s Day was estimated to be £951 million compared to £743 million in 2017. Projected data for 2022 is not yet available.
Data from personal finance specialist money.co.uk reveals that dads are set to receive a gift costing £4 more than in 2021, with the average spend increasing from £20 to £24. However, Father’s Day spending has not yet returned to pre-pandemic levels, when people were prepared to spend £30 on average.
Where Are Children Spoiling Their Fathers The Most?
This year’s research finds that children in Belfast (£35.53), London (£27.72), and Manchester (£26.94) are the most generous. In addition, those living in Belfast (+72%), Plymouth (+53%), and Birmingham (+42%) are set to increase their Father’s Day budget the most year on year.
Gifting budgets in Norwich (£15.82), Newcastle (£17.20), and Edinburgh (£17.67) are the lowest in the UK, which is not surprising given there is higher unemployment in the north of the UK.
Meanwhile, Newcastle, Norwich, and Brighton residents have cut their budgets the most in comparison to last year.
The research reveals that 21% of respondents are planning on spending Father’s Day by enjoying a meal inside the home and 18% are looking forward to a barbecue or meal at home. As Covid restrictions open up, this will change with more people comfortable with returning to pubs and restaurants.
After a volatile year for the hospitality industry, restaurants and pubs will welcome back millions this Father’s Day, as almost a quarter (24%) plan to celebrate with a restaurant meal or pub visit.
Of those surveyed, a third will be treating their dad to food or alcohol this year (30%). However, some are less sure as to what to buy for their fathers, with 16% claiming they are undecided, while 11% won’t be treating their dad this year at all.
What Are The Most Popular Father’s Day Gifts This Year?
A fifth (20%) are planning to spruce up their dad’s wardrobe this year with new clothes, while just over a tenth (12%) are turning to a trusted voucher or gift card.
Activities and fun day outings to try something different are also gaining traction.
The results of Find Me a Gift’s survey show it is clear families can’t wait to reunite this Father’s Day.
One of the best ways to do that is to give the father figure in your life a unique gift he can experience.
Here are some different ideas for Fathers Day gifts that may interest givers.
- Vineyard Tour and Tasting for Two: If your dad enjoys good wine, treat him to a vineyard tour and tasting experience. In a choice of vineyards across the UK, he and his chosen wine connoisseur can learn about what it takes to make a full-bodied bottle of wine, from grape to shelf as well as the history of English wine.
- Steam Train Ride: Discover the tranquil countryside and historic transport that’s only available in the UK. Hop aboard one of the greatest steam inventions and enjoy a ride on a steam train that has ferried passengers to and for more than 200 years.
- Historic Towns and Cities Break: Treat a dad to a weekend away gift which includes hidden gems, national treasures, and the chance to enjoy a short break from daily life.
- Segway Thrill: Here’s one for the competitive parent. This dual-wheel mode of transport can hit speeds of up to 13 mph, so challenge a dad to a race across various rough terrain and see who comes out on top.
But there are also many fathers who would enjoy being pampered either at a spa or a DIY wellness treatment at home.
Let’s take a look at how things are changing and becoming more inclusive of diverse families.
Changing The Father’s Day Narrative
In terms of what’s on offer for celebrating the father figure in your life, where are the gift packs filled with sumptuous body and bath spoiling goodies? Where are the balms, serums, unguents, beard oils and face treatments that abound around Mother’s Day annually?
Traditional gender norms that once shaped society’s views on masculinity and gender have been redefined as the gender-fluid influence of Generation Z’s are opening up conversations around what it means to be a ‘modern-day man’.
Currently, phrases such as ‘man-up’ are fast being replaced with calls to ‘open up’ and focus on self-care and wellbeing. While it appears that the gift and greetings industry has been slow to produce products which address stereotypes of gender norms, perhaps Father’s Day is the perfect place to start.
One data company has strongly admonished retailers for failing to capitalise on new opportunities brought about by societal shifts in perception of gender issues and diverse families. But, the number and the variety of ideas on Father’s Day gifting are rather underwhelming compared to the efforts brands make with Mother’s Day.
Brands appear to fail to capitalise on the existing demand and reject a chance to send a message of appreciation for the crucial role fathers play in society, writes GlobalData, a leading data and analytics company.
Global Data states that about a quarter of UK male consumers show experimental attitudes in categories traditionally perceived as suitable for gifting. The survey found that 26% of male consumers in the UK like to experiment with new varieties of chocolate, confectionery, and desserts, while 20% display the same attitude toward alcoholic drinks.
Despite women having a more sensory-driven attitude to confectionery, similar rates are observed in alcoholic drinks. This certainly makes the low number of specifically tailored Father’s Day products rather surprising. There’s a great opportunity to capitalise on limited editions and unconventional flavours that’s getting missed out on.
The assumption that fathers don’t appreciate the same experiences as mothers may also contribute to the fact that there is very little seasonal branding directed at dads. However, figures show that men’s attitudes to lifestyle don’t differ significantly from women’s.
According to GlobalData’s 2019 Q3 consumer survey, 93% of UK men indicate rest and relaxation as being either very important or important and 86% said developing or maintaining positive personal relationships is very important or important. These results actually match the female group: 92% and 89%, respectively.
Thus, products designed to celebrate family time and create relaxing environments could resonate with men as much as they do with women.
While brands are slowly recognising their role in supporting gender equality and their ability to shape consumer views on important subjects, including parenthood, they’re not moving very fast. Celebrating fathers with personalised and indulgent products could benefit both businesses and the consumer.
Celebrating parents on special days is a way of showing love. Making good memories together is never a waste of time.