More Dads Want Gift Cards Than Will Get Them, Discover Survey Predicts
RIVERWOODS, Ill. -- A survey from the Discover card brand shows that while 43% of fathers surveyed want to receive a gift card on the June 17 Father's Day, only 26% of gift givers plan to give them gift cards.
This was Discover brand's second year conducting the survey, which took place from April 20-23 and involved just under 1,150 consumers.
The top three most requested items from Fathers surveyed were dinner at a restaurant (54%), gift cards and home made gifts (38%). The three most popular items that gift givers said they would buy were tools or appliances (38%), dinner at a restaurant (38%) and some sort of sport or hobby related gift (37%).
Still, the brand noted that overall spending on Father's Day gifts is expected to be up this year.
"It's shaping up to be a good year for dads and retailers with gift-givers planning to spend 25% more on Father's Day this year than last year," said Margo Georgiadis, chief marketing officer for Discover Financial Services. "Beyond traditional gifts such as tools or a tie, shoppers may want to consider something more personal as what tops the list for most dads is a special dinner out, a gift card or something homemade."
While 42% of respondents said they plan to purchase a Father's Day gift this season, significantly more women (50%) than men (33%) will do so. The Discover Card survey also found that of those who plan on purchasing a Father's Day gift this year, the average amount that men and women plan to spend for their fathers is $54.00, an increase of approximately 25% over last year's stated average of $43.60.
Although fewer of them will be buying Father's Day gifts this year, men will be spending significantly more than women, the survey found. Of those who plan on purchasing a gift, the average amount men will spend is $69.50, while the average amount women will spend is $42.00. Both amounts increased approximately $10 from last year.
Of those women who plan to purchase a Father's Day gift for their husbands this year, the average amount they will spend is $76.80, an increase of 6% over 2006.