MOM IS TOPS! DAD’S OK
Report finds Father’s Day gifts only get fraction of cash, effort that Mother’s Day presents do,
Hey kids: ditch the homemade candles, crazy neckties and beard groomers this Father’s Day.
What dad really wants on his designated day is some quality time with you and maybe a meal out too, according to a new study by IPG Mediabrands.
One in three, or 34 per cent, of fathers surveyed actually said they don’t want a gift at all on June 21, but for those who do, they’re not necessarily getting what they want, the survey found.
And although 57 per cent of Canadians say Father’s Day is important, less than half, or 45 per cent, said they plan to buy dad a Father’s Day gift — 10 per cent less than those who indicated that they were planning to buy a gift for Mother’s Day.
Canadian offspring are projected to spend $311 million, or about $20 per person, on papa, the study said, while by comparison, they planned to spend $492 million, or an average $27 per kid, on mom.
“Similar to mom, dad would actually like to spend more quality time with his family,” says Loraine Cordery, insights manager at digital marketing giant IPG Mediabrands Toronto. “He’s certainly not interested in getting a bad tie for a gift — or in many cases a gift of any kind,” she said.
Turns out the most popular gift given to dads these days is not very creative, the report found, but at least it’s practical: a gift card.
So what do fathers really want? The vast majority (44 per cent) cited spending time with immediate family (partner and children), while 21 per cent said it’s just another day and they’re not expecting anything.
Beyond that,12 per cent said spending time with extended family (parents, siblings, nieces and nephews) is what they’d like, and 8 per cent just want a “me day” where they can do whatever they want, says the online survey of 1,000 Canadians.
The report also found that 22 per cent of dads want a meal at a restau- rant, while 29 per cent will be getting a gift card, and while 11 per cent said they would like a book, just 6 per cent will get one.
And although 5 per cent of dads can expect a candle, mug, picture frame or other home trinkets as a Father’s Day gift, only 2 per cent really want these items, says the survey.
When it comes to getting in touch with their parents, moms are the favourite, with 38 per cent saying they see mom face-to-face compared to 31 per cent seeing their father on his special day.
And 28 per cent say they sit down for a meal with their mother as opposed to 21 per cent chowing down with dad, the report found.
Another 23 per cent call to wish their mom a happy Mother’s Day while 21 per cent give dad a ring.
Meanwhile, 27 per cent of Canadians surveyed said they have their mom as a Facebook friend, but only 18 per cent “like” dad on Facebook.
“The bottom line, however, is that most dads have a soft spot too. Like mom, they simply want to spend more time with the people they love most,” said Cordery.