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Survey: Shoppers to spend more on Father's Day

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Dad could be getting more than socks this June.

According to a BIGresearch survey conducted on behalf of the National Retail Federation, American consumers are projected to spend an average of $106 for Father's Day this year, the highest price per customer in the survey's eight-year history. Last year's survey projected an average of $94 was spent, according to an NRF news release.

“Spending on dad has taken a backseat for the past few years, but some kids and wives are planning to make up for lost time this Father’s Day,” NRF President and CEO Matthew Shay said in the release. “Shoppers seem to be more excited when it comes to gift giving, an encouraging sign for retailers - and dads.”

The NRF 2011 Father's Day Consumer Intentions and Actions Survey polled 8,344 consumers May 3-10.

Total Father's Day spending is expected to exceed $11 billion.

According to the survey, approximately $2.1 billion will be spent taking fathers out to golf, dine or watch movies.

Other gift estimates include:
  • gift cards ($1.4 billion);
  • clothing ($1.4 billion);
  • home improvement or gardening tools and appliances ($1.4 billion);
  • electronics ($1.3 billion);
  • sporting goods ($653 million);
  • books or CDs ($598 million); and
  • automotive accessories ($593 million).
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