What people are buying, and not buying, for dad this Father’s Day

With Father’s Day only a matter of days away, shoppers are already ahead of the game.

In the first of a two-part series of online polls carried out by Product of the Year, consumers were asked what they would be buying their dad this year. Gadgets and tech came up top trumps with 35 per cent of the votes, razors and grooming products (31%), chocolates and treats (29%) and ‘other’ products including a ‘nice bottle of wine’ made up the rest of the votes.

Adding a cheeky twist, Product of the Year also asked consumers what they thought the ‘worst’ Father’s Day gift was? ‘No gift/gifting yourself’ was unanimously agreed to be the worst gift-crime one could commit against fathers on Father’s Day (61%). Other worst presents included ‘novelty ties and socks’ and ‘gardening equipment’.

“Our dads do a lot for us, so it’s important to make them feel special and loved, especially on Father’s Day,” says Helga Slater, managing director, Product of the Year.

“Our poll results show what this does (and doesn’t) look like for consumers as we approach the annual calendar day and hopefully helps brands and retailers stay up to the minute and ready for Father’s Day and throughout the year. After all, treating dads and making them feel special shouldn’t just be a one-day event!”