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Father’s Day set to deliver an $800 million spending boon

**The ARA-Roy Morgan snap SMS survey was conducted with an Australian-wide cross-section of 2,914 Australians aged 18+ on Friday July 23 - Tuesday July 27, 2021 including 1,015 who plan on buying gifts for Father’s Day. Full survey results are attached**
Australians are set to spend around $800 million on Father’s Day presents this year with alcohol and food topping the gifts for dad, according to research from the Australian Retailers Association (ARA) in conjunction with Roy Morgan. 

People who plan on buying a gift will spend an average of $93 with 79% spending the same amount as last year with 13% to spend slightly more. Most (62%) already know what gift they’ll purchase while 38% are yet to decide.

Alcohol and food are the most popular gifts, mentioned by 28% of people who know what they’ll be purchasing, ahead of vouchers and gift cards (16%), clothing, shoes and sleepwear (16%), books, music, DVDs and games (10%) and tools, hardware and gardening (10%).

Consumers in NSW are set to spend $259 million on Father’s Day gifts, with Victorians to spend $223 million. Queenslanders are the most generous, spending an average amount of $112 on their Father’s Day gifts and $190 million in total.

ARA CEO Paul Zahra said the projections for Father’s Day are a good indication of peoples spending intentions in the lead up to Christmas. 

“Despite the ongoing impacts and uncertainty of future lockdowns, Australians are set to spoil their dads this Father’s Day and it’s great to see that elevated level of consumer spending which bodes well for retailers in the lead up to Christmas,” Mr Zahra said. 

“Father’s Day is a key event on the retail calendar and while many families are likely to be separated this year, gifts are still front of mind for consumers with 92% expected to spend about the same or slightly more on presents compared to last year. 

“Retailers look at Father’s Day as a good barometer for consumer spending in the lead up to Christmas, which is when some discretionary retailers make up to two-thirds of their profit for the year.

“With only three weeks to go until Dad’s special day, it’s an important reminder for people looking at gifts online to shop now to allow sufficient time for delivery. The pandemic and associated restrictions continue to put pressure on logistics and supply chains, so make sure you allow plenty of time for your gifts to be delivered to avoid disappointment.” 

**The ARA-Roy Morgan snap SMS survey was conducted with an Australian-wide cross-section of 2,914 Australians aged 18+ on Friday July 23 - Tuesday July 27, 2021 including 1,015 who plan on buying gifts for Father’s Day. Full survey results are attached**

Question 1

“Do you plan on buying gift/s for Father’s Day which is set to be held on the first Sunday in September?” By Gender & Age.

Australians
18+

Gender

Age

Men

Women

Under 35

35-49

50-64

65+

%

%

%

%

%

%

%

Yes

40

34

47

59

50

27

12

    No

60

66

53

41

50

73

88

TOTAL

100

100

100

100

100

100

100

“Do you plan on buying gift/s for Father’s Day which is set to be held on the first Sunday in September?” By State & Area.

City/Country

States

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA

SA

TAS#

%

%

%

%

%

%

%

%

%

Yes

40

42

38

42

42

40

37

43

29

No

60

58

62

58

58

60

63

57

71

TOTAL

100

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 2 (Without ‘Don’t Know’)

“What gift/s are you planning on buying for Father’s Day?” Of those who mentioned a gift. Respondents were allowed to mention multiple gifts they are planning on giving.

By Gender & Age.

For those who already know what gift they plan to buy… (Top 3 Highlighted)

Australians
18+

Gender

Age

Men

Women

Under 35

35-49

50-64

65+#

%

%

%

%

%

%

%

Alcohol/Food/ Dinner out

28

26

30

29

32

21

27

Voucher/Gift card

16

20

13

17

15

20

3

Clothing/Shoes/Sleepwear

16

8

23

8

15

22

24

Books/Music/DVDs/Games

10

12

8

9

9

15

11

Tools/Hardware/Gardening

10

8

11

9

10

8

18

Toiletries/Grooming items

6

8

5

9

5

2

*

Homewares

5

2

6

6

4

5

2

Fishing/Camping/Sporting gear

4

2

6

4

5

3

2

Hobbies/Collectables/Toys

4

3

4

5

3

2

3

An experience (a trip away, a course)

4

1

6

2

2

2

5

Tech items

3

4

3

4

2

3

7

Lottery tickets/Scratchies

3

4

2

1

5

5

*

Car or bike parts/accessories/gear

2

1

3

1

3

2

4

A card

1

1

1

1

2

1

*

Other

6

5

3

5

8

5

7

TOTAL

100

100

100

100

100

100

100

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 2 (Without ‘Don’t Know’) (continued)

“What gift/s are you planning on buying for Father’s Day?” Of those who mentioned a gift. Respondents were allowed to mention multiple gifts they are planning on giving.

By State & Area.

For those who already know what gift they plan to buy… (Top 3 Highlighted)

City/Country

States

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA#

SA#

TAS#

%

%

%

%

%

%

%

%

%

Alcohol/Food/ Dinner out

28

29

27

31

29

16

27

54

37

Voucher/Gift card

16

16

17

18

15

14

30

7

10

Clothing/Shoes/Sleepwear

16

16

16

17

17

14

18

13

8

Books/Music/DVDs/Games

10

12

7

14

10

3

3

15

32

Tools/Hardware/Gardening

10

10

10

8

10

10

12

10

20

Toiletries/Grooming items

6

3

12

1

6

19

3

3

*

Homewares

5

5

3

2

7

5

9

2

*

Fishing/Camping/Sporting gear

4

4

4

7

2

5

*

1

*

Hobbies/Collectables/Toys

4

4

3

2

3

3

9

6

*

An experience (a trip away, a course)

4

2

6

1

4

8

3

1

*

Tech items

3

4

2

6

4

1

*

1

*

Lottery tickets/Scratchies

3

3

3

3

1

2

3

1

6

Car or bike parts/accessories/gear

2

2

2

1

3

3

*

1

14

A card

1

1

1

*

3

2

*

1

*

Other

6

8

2

7

9

6

*

3

*

TOTAL

100

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 3

“Do you plan on spending more or less on Father’s Day gift/s than last year?” By Gender & Age.

Australians
18+

Gender

Age

Men

Women

Under 35

35-49

50-64

65+#

%

%

%

%

%

%

%

More

13

12

14

16

10

11

15

Same

79

82

76

76

80

84

76

    Less

8

6

10

8

10

5

9

TOTAL

100

100

100

100

100

100

100

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 3 (continued)

“Do you plan on spending more or less on Father’s Day gift/s than last year?” By State & Area.

City/Country

States

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA

SA

TAS#

%

%

%

%

%

%

%

%

%

More

13

14

11

16

12

16

9

7

11

Same

79

77

83

74

78

76

88

88

89

Less

8

9

6

10

10

8

3

5

-

TOTAL

100

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 4

“How much do you plan on spending on Father’s Day gift/s?” By Gender & Age.

Australians
18+

Gender

Age

Men

Women

Under 35

35-49

50-64

65+#

%

%

%

%

%

%

%

Less than $50

20

17

21

24

15

19

16

$50 - $99

36

34

38

37

37

34

29

$100 - $199

23

24

22

19

27

28

15

$200 - $299

8

9

7

10

6

4

7

$300 – $499

1

2

1

1

1

3

5

$500 or more

1

2

1

1

2

1

5

$200 or more

10

13

9

12

9

8

17

Don’t know

11

12

10

8

12

11

23

TOTAL

100

100

100

100

100

100

100

    Mean spending

$93

$107

$83

$89

$95

$89

$141

TOTAL SPENDING

$795M

$374M

$418M

$377M

$242M

$109M

$73M

#Sample sizes with fewer than 100 respondents should be treated with caution.

Question 4 (continued)

“How much do you plan on spending on Father’s Day gift/s?” By State & Area.

City/Country

States

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA#

SA#

TAS#

%

%

%

%

%

%

%

%

%

Less than $50

20

19

20

19

17

15

27

34

20

$50 - $99

36

38

34

36

37

36

31

42

43

$100 - $199

23

22

25

24

20

20

28

14

30

$200 - $299

8

7

10

7

11

10

4

3

2

$300 - $499

1

1

2

1

2

2

-

1

-

$500 or more

1

1

1

2

1

2

-

-

-

$200 or more

10

9

13

10

14

14

4

4

2

Don’t know

11

12

8

11

12

15

10

6

5

TOTAL

100

100

100

100

100

100

100

100

100

Mean spending

$93

$91

$100

$95

$96

$112

$70

$63

$71

TOTAL SPENDING

$795M

$517M

$280M

$259M

$223M

$190M

$56M

$39M

$9M

#Sample sizes with fewer than 100 respondents should be treated with caution.

This ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 2,914 Australians aged 18+ from July 23-27, 2021 including 1,015 who plan on buying gifts for Father’s Day.

About Roy Morgan

Roy Morgan is Australia’s largest independent Australian research company, with offices in each state, as well as in the U.S. and U.K. A full-service research organisation, Roy Morgan has over 75 years’ experience collecting objective, independent information on consumers.

About the Australian Retailers Association
Founded in 1903, the Australian Retailers Association is Australia’s largest retail association, representing a $340bn sector employing more than 1.2m people. As Australia’s premier retail body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members. To learn more visit www.retail.org.au.

Media Enquiries:
Dominic Cuschieri
0418 224 072
dominic.cuschieri@retail.org.au



About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2