NRF: Tough economy will mean more of the same for Dad

WASHINGTON, D.C. — According to the National Retail Federation's 2009 Father's Day Consumer Intentions and Actions Survey, conducted by BIGresearch, Americans are expected to spend an average of $90.89 on gifts for dad, down slightly from $94.54 last year. Total spending is expected to reach $9.4 billion.

"Along with the usual ties, gift givers will be looking into items that dad can enjoy with the whole family," said NRF president and chief executive Tracy Mullin. "Retailers will offer specials on new grill sets, sporting and gardening equipment and even electronics as the holiday rolls around."

The survey found people will spend the most ($1.9 billion) on a special outing such as a dinner or even a sporting event, but clothing still ranks high among gift givers who are expected to shell out $1.3 billion on new socks, slacks and ties. Others will treat dad to a gift card ($1.2 billion), electronics ($1.0 billion) books or CDs ($548 million), home improvement items ($522 million) and sporting goods ($502 million).

Discount stores and department stores will be going head-to-head this Father's Day as 33.9 percent of Americans plan on shopping at discounters and 33.7 percent will shop at department stores. Others will head to specialty stores like electronics and home improvement stores (26.8 percent), online (17.9 percent), at specialty clothing stores (6.1 percent) or through a catalog (2.8 percent).

When it comes to who is getting gifts this year, the majority of people said they will only buy for their father/stepfather (51.1 percent). Husbands (28.6 percent), sons (7.6 percent), grandfathers (4.7 percent) and brothers (5.1 percent) will also see gifts from family members.