Why We Spend Less on Father’s Day than Mother’s Day

BBC

If you are buying your dad a present for Father’s Day on Sunday, I bet you don’t spend as much as you did on your mum for Mother’s Day.

With Father’s Day due to be celebrated on 18 June in the UK, US and more than 70 other countries from Argentina to Zambia, retailers around the world are set to enjoy a significant boost.

But while the amount of money we all spend on Father’s Day continues to go up every year, it still trails far behind Mother’s Day.

In the US, the average amount spent on gifts per dad this weekend is expected to be $135 (£106), says the National Retail Federation (NRF), with total spending expected to reach $15.5bn.

By contrast, Americans spent an average of $186 on Mother’s Day presents this year, for a total $23.6bn, says the NRF. This is a third more and the figures for the UK paint the same picture.

So why do we spend more on our mums?

Dr. Lars Perner, a consumer psychologist at the University of Southern California, says that most of us simply think our mothers deserve better or bigger presents.

“To some extent, wrong or right, mothers are often considered to be the biggest contributor to the home life.

“People tend to understand the sacrifices they make, that’s what you see. Moms have a special place in people’s hearts – there’s a special idea of what they offer the family.”

Dr. Perner adds that perhaps dads are also “less interested in tangible tokens of appreciation”.

“I think fathers think they don’t really need expensive, showy trinkets, or anything like mom’s bouquet of flowers.” he says. “They’re not typically gift oriented. They generally don’t expect anyone to feel an obligation to buy material items for them.”

  •  
  •  
  •  
  •  
  •  

READ THE ARTICLE >

  •  
  •  
  •  
  •