We’re such tight arses when it comes to Dad
What are you buying your dad for Father’s Day on Sunday? Not much if these stats from IBIS World Research are true.
The international marketing company has found that when it comes to forking out for Dad, we’re a bunch of stingy, tight-fisted, penny-pinchers.
According to their research, we spend an average of $28.60 on our dads each year. But happily spend a comparative average of $60 on Mother’s Day.
What can you get for $28? A book, a bargain bin CD, movie tickets, three bottles of Dan Murphy’s clean skins and a hell of a lot of plain black cotton socks (most of us would spend more than that filling up the car or buying groceries.)
Turns out we spend it on a combination of electronics and gift cards instead. Now that might be good news for our struggling retailers, but am I the only person who considers a gift card for any person in your immediate family a complete and utter cop-out?
So why do dads get a lesser deal in the gift department?
Here are some theories that floated around The Punch office:
1. Dads always say they never want anything.
2. Dads are comparatively easy to buy for: the stuff they admit to wanting costs less.
3. And the stuff that dads really, really, really want is way too expensive to even make the suggestion list.
Personally, I have a super lovely dad who rarely asks for more than just to see the three of us on any of the days we celebrate. Given how busy everyone seems to be these days, time is a pretty important gift.
It also strikes me as the most apt gift for the person in our lives who taught us all the “dad stuff”.
That differs for everyone, but generally speaking it’s the stuff of a practical nature that they’re best at. Fixing, negotiating and teaching you how to ride a bike or drive a car. All that stuff takes time and patience and sensibleness about things. They’re all qualities of a good dad: straight up, direct and generally low-maintenance.
But there’s a difference between low-maintenance and a fob-off. Which is exactly what spending less than $30 on your Dad is.
At the very least, you could take him out for drink or something to eat. According to IBIS World Research, $165 million of our Father’s Day spend will be used up on sharing a meal.
Hopefully that’s indicative of the fact that most of us will spend at least some of Sunday spending some quality time with Dad.
You can’t get that on a gift card.
Follow me on Twitter:@lucyjk
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