The Father's Day Spending Gap: Why Does Mom Always Win?

Posted 11/6/13

(Forbes) With the average American planning to spend about $120 for Father's Day this year, it appears that Dads across the country will be in for a treat. That is, until you compare this figure to …

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The Father's Day Spending Gap: Why Does Mom Always Win?

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(Forbes) With the average American planning to spend about $120 for Father's Day this year, it appears that Dads across the country will be in for a treat. That is, until you compare this figure to the amount spent on Mom — planned spending for Mother's Day 2013 was 40 percent higher, at $168. And with this spending gap the widest since 2008, is appears that Dad increasingly isn't getting his due. So what's the deal with Dad? Here are a few theories: 1: Maybe It's Time for More Dads to Lean In to their Families Under the most traditional of circumstances, Moms tend to be the nurturers of the family - the ones who bandage the scraped knees, cut the crusts off the PB&Js, and lend a sympathetic ear to the first broken heart. Takeaway: Perhaps more traditional parental dynamics predispose sons and daughters to doting more on Mom for Mother's Day. 2: There's a "Spring" in Spending for Mother's Day If you're "fortunate" enough to live in a state that sees all four seasons, you know that the annual Spring thaw is a welcomed change from Old Man Winter's snowstorms and icy roads. And each year, Mother's Day seems to occur at the near pinnacle of this seasonal transition; the weather warms, the grass is greener, and restaurants are opening up their outdoor patios. Plus, stores are positively bursting at the seams with blooms around Mother's Day. Takeaway: As we shake off winter, a few more dollars may fall out of wallets as we enjoy the springtime — and celebrate Mom. 3: Moms Do Brunch, Dads Command the Grill Is a case of Mom likes to go out, Dad likes to stay in? According to National Retail Federation findings, more than half (55.3 percent) of Mother's Day celebrants planned to treat Mom to a special dinner or brunch this year, compared to just 45.9 percent planning the same for Dad on June 16. Additionally, celebrants planned to spend about 25 percent more on Mom for this outing compared to Dad. Perhaps Dads just prefer to keep it simple — prime cuts of meat on the grill, surrounded by family would make a pretty sweet June evening. Takeaway: The mimosa scene might not be for Dad, but a simple backyard BBQ makes for great family memories. Father's Day image


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