Retail and Father's Day
'Holidays' or annual 'days and sales' like Black Friday, Cyber Monday, Mother's Day and Father's Day have become increasingly popular in South Africa and retailers are needing to be more prepared than ever as consumers are getting more and more 'into' these 'holidays'.
According to a survey by global customer science company dunnhumby, 57% of respondents said they spend the same amount for Father’s Day as they do on Mother’s Day, however interestingly a majority of men (53%) admitted to spending more on gifts for their moms than they do their dads.
Some might think that the general spend in South Africa for Father’s Day gifts lags behind Mother’s Day but they would be mistaken.
When it comes to gifts for dad, three in ten (30%) plan to purchase apparel or clothing items, those good old hankies and socks which are always a winner for dad, whilst 24% will opt for experience gifts such as an outing or special dinner with the family. 12% of Father’s will receive a greeting card only and only 7% can expect a book or CD.
The survey also found that one in five (18%) shoppers will pick out a tool or appliance as a gift for dad or personal care products. Additionally, four out of ten (39%) respondents said they choose gifts based on their dad’s wish list while 30% said they plan a personal gift idea themselves. 46% of shoppers said the main reason behind buying the gift was in order to spoil dad as opposed to items he needs which 34% of respondents said they used as a gift choosing mechanic.
Not surprisingly, 47% of consumers said that shopping for Mother’s Day gifts was hands down easier than shopping for Father’s Day gifts as stores seem better prepared to celebrate mom and 37% found both occasions tough to shop for in general. Interesting 66% of respondents said they prefer to shop in store as opposed to online despite many online retail options available. 22% said they make the decision instore from promotions, 18% get inspiration from media publications or blogs and a further 15% from themed emailers - Netflorist puts much effort in the lead up to both Mother's and Father's Day.
Results from last Father’s Day grocery sales in mainstream South African retail outlets reveal that in true human nature style, South African’s leave shopping for both Mother’s and Father’s Day to the day before, generally in the afternoon. Common grocery items in baskets the day before Father’s Day include Red Wine and Luxury Chocolates and biltong as well as a clear increase in breakfast items for the traditional ‘breakfast in bed’ strategy.
dunnhumby SA General Manager, Graeme Tulloch comments, “With the majority (43%) spending between R100 – R300, and 57% of respondents noting that they spend this same amount on Mother’s Day gifts, Father’s Day now has the potential to become as lucrative a consumer holiday for retailers.” “As a global company that specialises in understanding the science behind shoppers, their shopping trends and spends we track spend and retail choices on a daily basis as well as around interesting occasions such as Father’s Day, in order to better provide our clients with retail decisions. With the insights from the data, our clients can prepare for occasions with scientific based insights instead of assumptions giving them the competitive edge,” completes Tulloch.
“From our findings, it has also been really interesting to note that kitchen accessories fall within the top 5 gifts to buy for dad – perhaps proving that SA dads really are as great in the kitchen as they are perceived to be outdoors with a braai.” ends Tulloch
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