He’s got his Bermuda shorts on and the barbecue is lit – Father’s Day must be round the corner.
We used CintSnap — a way to survey individuals and understand opinions quickly – to find out how people in the US and the UK approach Father’s Day from a financial perspective, surveying approximately 300 people on both sides of the pond.
Of those polled, around 70% of Americans are gearing up to celebrate, compared to 60% in the UK. For those that do, is dad getting a fancy dinner out or a card in the post? We go into more detail below.
How deep is your love wallet?
Let’s be honest: the past few years haven’t been the friendliest on the wallet. With that in mind, we asked if rising inflation rates and a continued cost of living crisis on both sides of the Atlantic have made a difference in people’s desire to splash out on dad’s big day.
Somewhat surprisingly, then, respondents didn’t think this would be the case. Over half of those questioned (51% in the US against 63% in the UK) signaled having no intention of altering their plans as a result of any wider fiscal stresses.
Looking at what consumers usually spend on Father’s Day, Cint found that Americans are more prepared to splash out than their British counterparts. 45% of those interviewed plan on spending over $50-100 on the holiday, while 28% of Brits plan on matching the equivalent spend.
At the other end of the spectrum, 36% (UK) and 25% (US) residents surveyed don’t anticipate buying any gifts at all.
Slacks, snacks, or six-packs?
Our survey also examined what sort of presents people tend to proffer their father. For US respondents, food (31%) and clothing/accessories (30%) led the way, with entertainment media (19%), alcohol (18%) and sports equipment (18%) also proving popular.
If our results are anything to go by, dads in the UK enjoy a tipple or two – alcohol was the most popular kind of present, with 35% of those questioned tending to gravitate towards something boozy. Clothes/accessories (29%) followed, and exactly a quarter of respondents plan on buying something edible ahead of Father’s Day.
Based on the results of Cint’s polling, familiarity matters when it comes to inspiration, with exactly 40% of both US and UK respondents considering a suggestion from a friend or family member as the primary influence on their present buying, while in-store/online promotions and advertising on social media also make a notable mark on consumer habits for both sets of people questioned.
In-store purchasing remains prevalent. Our survey shows that in the US 40% of people who spend money on Father’s Day gifts do so in a brick and mortar store. Results are similar in the UK, with 32% also reporting that they usually secure the goods in person.
How do you solve a problem like Dad?
Presents secured – or not, as may be the case – what can dads expect to get up to on the big day?
On both sides of the Atlantic it looks like a slap-up dinner is on the cards.
In the US, 38% tend to celebrate Father’s Day with a meal at home, closely followed by 34% looking forward to visiting a restaurant on June 16th. Figures are similar over in the UK, with 33% of respondents opting to dine in with dad at home. Just over one in four people (26%) will be booking a table somewhere – a nice way to avoid spoiling things by arguing about who’s doing the washing up.
Around a quarter of those surveyed (25% in the US, 24% in the UK) are set to rely on the punctuality of their local postal service and will be popping a card or present in the mailbox rather than meeting up in person on the day.
Is Father’s Day a big deal to you? Avoid it like the plague? Join the conversation on the Cint LinkedIn page.
Methodology
A ‘CintSnap’ is a snapshot into the minds of general consumers. The data featured was pulled using the Cint platform and leverages Cint’s programmatic research tech. A census demographic of approximately 300 United Kingdom and 300 United States consumers was surveyed for each question within a three hour window on the 4th of June, 2024.
Cint’s research technology helps our customers to post questions and get answers from real people, in real time – and to use these insights to build business strategies, publish research, and accurately measure the impact of advertising efforts. Find out more here.
