Ways Consumers Will Celebrate Dads Despite the Coronavirus



National Retail Federation | May 28, 2020


While fewer consumers expect to take their dads out for Father’s Day, they’re trying to make it up in other ways — whether it’s splurging a little more or surprising dad with something out of the ordinary.


"A lot of the everyday activities that consumers may have taken for granted like a family cookout or simply being able to give their dads a hug were put on pause with COVID-19," Prosper Insights Executive Vice President of Strategy Phil Rist said. "As a result, many people want to make this Father's Day stand out." That sentiment is playing out in consumers' spending plans: On average, consumers plan to spend $149 on special gifts for dad, approximately $10 more than they spent in 2019.


Consumers' pandemic lifestyles are reflected in the types of gifts they’re choosing for dad. Categories like home items, electronics and books have increased popularity with months spent at home. The percentage planning to gift tools, appliances or home improvement items grew significantly this year. Consumers want to make sure dads have the right gear as they launch their own HGTV-inspired projects.


It's not just things around the house that might need a little fixing up. Over the past few months, dads have either had to learn to style that man bun or figure out how to DIY their own haircuts. The number of consumers planning to gift dad a personal care item for Father's Day is up 21 percent year over year.


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