Having celebrated Mother’s Day a few weeks ago and with Father’s Day just around the corner, I was curious as to which day attracts more attention from consumers. Analyzing data from the latest Online Shopper Intelligenceâ„¢, I found three very interesting takeaways:
1) Consumers buy more Mother’s Day gifts. 66% of respondents bought at least one Mother’s Day gift this past year, but only 54% plan to buy a Father’s Day gift. Even more telling is that 18% of consumers report buying 3 or more Mother’s Day gifts, but only 8% plan to buy 3 or more Father’s Day gifts. It seems from this data that dads are getting short changed, but it also helps explain why Mother’s Day is the second largest consumer holiday.
2) Consumers buy Mother’s Day gifts for a wider audience. Grandmothers, daughters, sisters, and aunts are more likely than their male counterparts are to receive parent’s day presents from family members. The fact that consumers give Mother’s Day presents to a wider audience helps explain the earlier point that consumers buy more Mother’s Day presents than they do Father’s Day gifts. Also interesting in this data is the gender imbalance when it comes to gift giving for significant others. Husbands, boyfriends, and male partners are less likely to buy gifts for their significant others than wives, girlfriends, and female partners are to buy gifts for their counterparts.
3) Online plays a larger role in gifts for dad than for mom. More consumers expect to shop online for Father’s Day than they did for Mother’s Day. Unlike Mother’s Day, which has an established list of standard presents (like chocolates and flowers), Father’s Day gifts are less defined. Perhaps Father’s Day shoppers plan to use the web to find inspiration for a gift. If this is indeed the case, it would behoove e-retailers to create Father’s Day gift idea sections of their sites to make shopping easier for struggling consumers.
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.