Feeling a Little Bad, For Dear Old Dad
by Parks Blackwell on 06/05/2009 at 1:05 pm in Commentary, Market Research & Data, Opinion Editorial, Within Range
Fathers Day is a tough holiday. What do you buy for the guy who has pretty much everything he wants or worse, responds with “I don’t need anything”? Asking me to be a creative gift-buyer is borrowing trouble. If you collected my Father’s Day gifts and put them in a box, you might think you were at the Goodwill. I wait around until the last minute and then go buy whatever I can find at the checkout counter at my local Walgreens. These items include the local baseball team 2009 Championship T-Shirt or the National Weather Service Severe Weather Radio retailing for a limited time for $9.99. Occasionally I allow that creative streak to take over and create a “themed” gift. Aisle 7 features outdoor bbq tools and swim gear. Maybe Dad would like a new pair of goggles and a noodle with “FUN” inscribed on the side. Or maybe he’d better appreciate the mediocre grill thermometer fork thing that only works on chicken, plus a new apron that has “King of the Grill” in puffy paint on the front. A trip through the automotive section might produce a Frankengift cobbled together from tire cleaner, sponges and a bucket.
My gifts are weird and cheap, so in a recession, my Father’s Day purchasing power is still pretty strong, for all intents and purposes. But for those who buy NICE gifts, how does Dad fair during a recession? I mean, he already gets the short end of the stick, especially when compared to Mom. She get’s flowers and jewelry, candy and homemade cards. Mom gets thought, and dear old dad gets a bunch of Armor All.
The NRF recently produced a study for Fathers Day spending and giving us a preview of what to expect. Now put down the As Seen on TV “Grabit Screw Extractor” and pay attention, this is where things get interesting.
According to the study, a mere 17.9% will be shopping online for a gift. Where is everyone else? What are they doing? Shopping offline, of course. For the sake of fathers everywhere, I hope these people are better at it then I am. Catalogs and department stores look to fare well during the season, but online retailers should have no fear. This online group of shoppers is looking to spend upwards of $130 online, which is roughly 50% more than their offline only counterparts. 50% more! That’s a tremendous difference!
Prepare the inventory kids, the shoppers are coming. I know all of the RANGE clients have high hopes on each impending holiday, and Fathers Day will be no less. Treat dad to something cool this year, you know – like an ionic air purifier, for the car.
