Contrary to popular belief, consumers spend more on Father’s Day than they do Mother’s Day, according to an analysis of sales data from over 5,000 Australian businesses.
The findings come from Vend Australia, which found that in 2016, spending on Father’s Day increased by 8 per cent compared with a typical Sunday.
This figure was also 6 per cent higher than the previous year.
By comparison, spending on Mother’s Day in May this year was only 5 per cent higher than a normal Sunday, and was flat compared with last year, rising by less than 1 per cent.
“Overall, our data shows an upward trend in the amount people are spending on Father’s Day, and we predict that this will continue which is great news for some retailers,” said Vend’s Australia and New Zealand manager, Dave Scheine.
However, spending on Father’s Day has not been uniform, the analysis suggested.
Cafes, restaurants and food and beverages saw the most benefit, with sales rising by 12 per cent in 2016. Somewhat surprisingly, sports toys and hobbies only managed a sluggish 1 per cent increase.
And if last year’s figures were replicated again this year, it will be a very slow day for many other businesses.
Spending on home, lifestyle and gifts slumped by 9 per cent in 2016, while fashion apparel fell 11 per cent. The health and beauty sector was hardest hit, plummeting 22 per cent.
According to Mr Scheine, businesses not traditionally in favour come Father’s Day could benefit from a little imagination.
“Shoppers often struggle with what to buy their Dads and so default to something else such as heading out for a meal. What they really need are some new ideas,” he said.
“Simply packaging up a selection of products into Father’s Day gift sets, teaming up with other local stores to create special offers or products, or even offering expedited delivery for last-minute purchases could make all the difference.”
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