Congratulations to dads everywhere. Father’s Day is your special day to bask in your patriarchal grandeur, secure in the knowledge that your kids, family and friends spent $8 billion more on Mother’s Day than they did on you.
Eight billion dollars. That’ll buy a lot of neckties.
The numbers come from the National Retail Federation, which has projected that U.S. Father’s Day shoppers will spend an average of $134.75 this year, up 7 percent from $125.92 last year.
But that’s a whopping 41.4 percent less than the record-smashing $23.6 billion spent on moms for the most recent Mother Day’s in May, according to the federation’s calculations.
Why the massive difference?
Ana Smith, spokeswoman for the Washington, D.C.-based retail federation, said there are a couple of key reasons: “There are more women in the U.S. than men. Therefore, the chances are higher that more people will celebrate and spend on Mother’s Day compared to Father’s Day.
“If we look at just the numbers, 85 percent of consumers surveyed planned to celebrate Mother’s Day versus Father’s Day (when) only 77 percent are planning to celebrate the occasion.”
But then, Smith said, there’s also this: “If we dig deeper into emotional factors, consumers tend to spoil moms more since mothers tend to guilt their children if they don’t celebrate the holiday with them compared to fathers.”
What?! Sacramento-area fathers, aren’t you offended?
“Well, not really,” said 49-year-old Pete Walker of Carmichael, who last week was patiently waiting for his family to finish shopping at Sunrise Mall in Citrus Heights. “My wife’s work is never done, with the house and the kids and her own job. … I think she deserves at least one day to be spoiled.”
Steve James, 38, a Roseville father of two out with his family at the nearby Westfield Galleria at Roseville mall, was likewise favorable to the idea of mom getting loads of presents and love on Mother’s Day.
“She deserves it … and I mean that for my wife and my own mom,” he said. “I’m not keeping score. … If I can take it easy and enjoy a nice day with my family on Father’s Day, I’m going to be happy.”
Relaxing or attending a special event on Father’s Day is a common gift for dads this year, according to the NRF. Its annual survey found that 27 percent of dads want to receive a “gift of experience,” such as tickets to a sporting event, concert or some other outside-the-home experience.
For fathers who simply want to sit on the couch on Father’s Day, TV networks tout dad’s day in their marketing of major sporting events, including Sunday’s final round of professional golf’s 2017 U.S. Open Championship from Erin, Wis., and Sunday’s running of the FireKeepers Casino 400, part of NASCAR’s 2017 Monster Energy Cup Series, from Michigan International Speedway.