The NRF research echoes data from location-based marketing firm GroundTruth, which reported an increase in foot traffic of more than 10% at Macy’s (13%), JCPenney (11%), Sears (11%) and Lord & Taylor (11%) in the week leading up to Father’s Day last year.
Electronics shopping, which the NRF categorizes as a specialty store, also saw a significant bump in foot traffic last year, GroundTruth found. In the week before Father’s Day, visits to the Microsoft Store were up 20%, while Best Buy Mobile (18%), Best Buy (13%), the Apple Store (13%) and GameStop (12%) also saw increased foot traffic.
Despite this, spending on Mother’s Day always exceeds the cumulative gift purchases for Father’s Day, according to historical data from the NRF. In April 2019, the NRF predicted that spending on Mother’s Day gifts would reach $25 billion—56.3% more than Father’s Day.
Consumers aren’t just spending less on fathers, as some are skipping out entirely. A survey of US internet users conducted by SmartCommerce found that 30.9% don’t plan to buy a gift for their father this Father’s Day, compared with just 15.1% who skipped out on purchasing Mother’s Day gifts.