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According to the National Retail Federation’s (NRF) 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.
The survey found people will spend the most ($1.9 billion) on a special outing, such as a dinner or 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 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), specialty clothing stores (6.1 percent), and catalogs (2.8 percent).
The majority of people said they will only buy for their father/stepfather (51.1 percent), followed by husbands (28.6 percent), sons (7.6 percent), grandfathers (4.7 percent) and brothers (5.1 percent).