Consumer Behavior

More plan to celebrate moms day than dads day this year

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May 10, 2023

While more consumers (88%) will celebrate Mother's Day this year compared to celebrating Father's Day (79%), a greater number of consumers will buy Father's Day gifts.

And when it comes to gifts, flowers rank highest for moms with 44% of consumers planning to purchase, and gift cards take the top of the list for fathers with 38%.

Alcohol gifts are twice as popular on Father's Day.

Those are top findings from a Numerator survey on consumer shopping and celebration plans for Mother's Day and Father's Day.

Additional insights, according to a press release, include:

• Three-quarters of moms prefer to celebrate with family time compared to half of dads. For Mother's Day, 74% of moms (and those who identify as mother figures) said they would like to celebrate with quality time with family, compared to 51% of dads (and father figures) who said the same. Only 11% of moms and 7% of dads said they preferred alone time to celebrate their respective holiday.
• Around one-third expect inflation to impact their holiday celebrations and shopping. 34% of Mother's Day celebrators expect rising prices to impact their plans, compared to 32% for Father's Day.

The survey polled 2,650 consumers in April.