Shoppers likely to leave purchase of Father’s Day gift to last minute

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Sons and daughters are likely to leave their Father’s Day gift to the last minute, reveals new research from Central England Co-op into the shopping trends ahead of the annual celebration, which falls on the third Sunday of June.

The data from Father’s Day 2018 published by the retailer reveals the day before the annual celebration is the peak purchase time, although many still leave it until the day itself, with spikes in alcohol and confectionery sales at 12pm on the day.

The most popular item purchased of those surveyed was a Father’s Day card, with data showing that card sales peak at 10am on Father’s Day as customers pop in on the way to see their dad – whereas 5pm is peak card buying time during the week before when sons and daughters pick one up on the way home from work.

Figures from last year showed that the top items when it came to people picking up a last-minute gift on the day included Carling and Stella lager, Thorntons chocolates, spirits such as Famous Grouse Scotch Whisky and Pimms and Co-operative prosecco.

A continued area of growth recorded has been in the category of special gifting, with the likes of key rings and gift sets proving popular.

However, fathers need to do a lot of catch up as shoppers are more likely to shower their mum’s with gifts on Mother’s Day rather than the old man on Father’s Day. Though the amount spent on Father’s Day continues to go up every year, it still trails behind Mother’s Day, finds the data collated by the retailer.