Electronics are the fourth most popular gift for Father’s Day 2016 a new consumer survey shows, with the category edging up 2 percent in purchase intention over last year.
According to customer engagement consultancy Brand Keys, 18 percent of dad’s-day shoppers are buying the old man electronics, following gift cards (40 percent), clothing (35 percent) and tools (20 percent).
Nine percent of dads will be receiving smartphones, although that percentage slipped 3 percent from last year, when high-profile entries drove greater sales.
“But after all, how many phones – smart or otherwise … does Dad need?” asked Brank Keys founder/president Robert Passikoff.
Only 2 percent of respondents plan to buy DVDs or CDs for dad, which is flat from Father’s Day 2015.
The stats are based on a nationwide Brand Keys poll of 5,800 men and women ages 18-65.
The good news for fathers — and the economy — is that spending on them is up an average of 6 percent, to $157, which equals last month’s increase in Mother’s Day expenditures. Passikoff attributes the gains to steady economic conditions and consumer confidence.
“Retail can use it,” he said.