NEWS

Business marketing Melbourne take on Father’s Day

Australians will spend less than half of what they spent on Mum for Mother’s Day on poor old Dad this year, new IBISWorld research has found. Lunch or dinner and a gift card have to cut it and will take precedence over any big spending splurge and we as a marketing company in Melbourne we tend to agree.

In the recent blog on Marketing Magazine online, Australians spent an estimated $1.4 billion on Mother’s Day this year, compared with a forecast total spend of a measly $676.5 million for Father’s Day 2013.

IBISWorld general manager Karen Dobie says it is a combination of a “save rather than spend” mentality and the perception that dads would be satisfied with a gift card or a meal with the family rather than an expensive present.

The average adult will spend around $37.30 on their father come 1 September and will most likely go towards gift cards and vouchers which are expected to outperform all other Father’s Day categories. 

“Plenty of dads will be opening gift cards rather than unwrapping presents this year, as convenience comes into play alongside strong marketing from online group-buying websites, which have promoted discount offers targeted at Father’s Day,” says Dobie.

As marketing consultants in Melbourne we know that most in our office were also thinking about buying our dads a gift card and then we saw this study and it was a funny coincidence that this study came out shortly after.

 

 

 

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