Every year on the third Sunday of June, consumers around the world gear up to celebrate their dads and father figures. They shop for what they hope will be the perfect Father’s Day gift, turning the day dedicated to dads into a major commercial holiday. According to the National Retail Federation, the total expected spending this year is $17 billion, up from $15.96 billion in 2019.
But in a time where people have been forced to social distance due to a global pandemic, how are people planning to celebrate? Truly Experiences surveyed over 1000 English-speaking adults to better understand the situation around this internationally recognized holiday.
Here’s what dads really want for Father’s Day gifts, the gifts you should avoid, and how the COVID-19 pandemic has changed the way we celebrate Father’s Day this year.
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Father’s Day More Meaningful This Year
This year a significant 82% of consumers will be celebrating Father’s Day, and the coronavirus has made them want to express their love for Dad even more. Eight in ten consumers (78%) agree that celebrating Father’s Day is especially important this year in light of the COVID-19 pandemic.
We asked consumers how the current state of affairs has affected their relationship with their father, if at all. While 40% said it hasn’t changed their relationship, nearly a quarter (24%) said that the pandemic has brought them closer together. 17% claim the situation has made them more distant and 11% say they’ve gone crazy spending so much time with him!
Celebrations at Home … or Online
With social distancing guidelines, limited travel and fewer restaurants to enjoy a family Sunday lunch, consumers are still finding other ways to celebrate Father’s Day.
46% will celebrate at home with their father and avoid going out. For those who don’t live with their dad, a virtual celebration is the next best thing. More than one fifth (22%) won’t see their father in person but will celebrate with him virtually. According to the National Retail Federation, 31% are very likely and 27% are somewhat likely to celebrate Father’s Day virtually this year.
17% say that the current state of affairs won’t affect how they celebrate Father’s Day, while 15% will see their dads in person, but will adhere to social distancing.
A Surge in Online Shopping
Fathers will be happy to know that 87% of consumers plan on buying at least one gift for their dads this year. Whether they’re avoiding visiting stores or because of the ease of click and deliver, most consumers are heading online to shop for Father’s Day gifts.
Nearly two-thirds of shoppers (63%) are choosing to buy their gifts online. 26% will be buying their gifts at department stores, 10% at local, small businesses, 7% at discount stores and just 5% will head to boutique stores.
As for the gifts that they can look forward to receiving, the most popular gift category is clothing (44%), followed by greeting cards (31%). Electronics and food or drink are tied for third place with 23% choosing to buy their dads a gift in these categories.
A Gift That Stands Out is what Counts
We all want to find that perfect Father’s Day gift. But what is at the forefront of customers’ minds when shopping for that perfect gift that says “I Love You Dad”? It seems finding a gift that’s unique and different is what really counts. It’s even more important than finding a gift that their father will like.
43% say that finding a unique gift is the most important factor when buying a Father’s Day gift. 37% place the importance on finding a gift that creates a special memory, while 35% say a gift Dad will like is the most important thing to consider.
Less than one-third of shoppers (31%) say finding a gift that’s convenient for them is most important and just 19% say a gift that’s cheap and cost-effective is the key factor.
What Does Dad Really Want for Father’s Day?
We know what gift shoppers are looking for – but what are dads hoping to get?
Ditch the socks and neckties, because dads are looking for something else this year. Two thirds (67%) of fathers say that a gift that creates a special memory is what’s really important to them, while 22% are looking for a gift that’s unique/different.
What’s more, 91% of dads agree that a gift experience or special outing with their loved ones is better than a materialistic gift.
Just 2% care whether their Father’s Day gift is expensive or not.
Sorry Dad, Finances are Tough
The economic repercussions of the COVID-19 global pandemic have been farreaching, and forking out this Father’s Day on gifts is no different.
Half of those planning to buy a gift say they will be forced to spend less on their fathers this year due to financial hardships from COVID-19. This is compared to 21% who plan to spend more on an extra special gift this year. 29% say the coronavirus hasn’t affected how much they plan to spend.
Half of Dads Sometimes Get Unwanted Gifts
Whether they’re telling their families what they want, and their families are listening, is another story. 50% of fathers said they sometimes receive a gift they didn’t really want, while 12% say this happens often. Luckily over one-fifth (21%) of dads hardly ever receive unwanted gifts, and 9% say this never happens.
8% of dads get Father’s Day gifts they don’t want every damn year!
