Early June sees the convergence of two major events: Father’s Day and high school and college graduation ceremonies. For retailers, what will “Dads and Grads” shopping look like in 2021? That’s what we wanted to find out.
To better understand retail spending habits during this period, we engaged in a two-pronged research approach. First, we surveyed 1,500 people across the U.S. using InMobi Pulse, InMobi’s mobile market research solution, to see what their stated plans were for this period.
Then, we looked at app ownership trends for mobile apps that we anticipated would see increased adoption and use. For Father’s Day, the apps overviewed include Best Buy, Amazon, The Home Depot, Lowe’s, Bed, Bath & Beyond, Target and Fanatics. For grads, we reviewed Best Buy, Amazon, Bed, Bath & Beyond, Kindle, Audible, Nook, DoorDash, Uber Eats, Venmo and Cash App.
Here’s what our research revealed.
How do Americans decide what to buy for Dads and Grads this year? Consumers largely go off of recommendations from friends and family.
For those not going off of recommendations, how do they determine what to get? According to our research, mobile plays a major role in discover.
Those shopping for Father’s Day (45%) or college graduation (36%) are significantly more likely to browse online for gifts compared to high school graduation (17%) shoppers. Those shopping for college graduation (19%) are significantly more likely to browse for gifts via mobile ads compared to Father’s Day (9%) or high school graduation (5%) shoppers.
When it comes to buying items for Dads and Grads, it turns out a lot of this shopping will happen in person this year. Over 52% said they will largely buy in person, while over 66% said they will deliver gifts in person.
Of course, not everyone is opting for in-person options just yet. Father’s Day shoppers are most likely to buy using a mobile device (43%), while those shopping for college graduation are most likely to use a delivery service (26%).
When will these transactions happen? College graduation shoppers are most likely to buy in advance, with 68% of them purchasing two or more weeks before graduation. Only 6% of consumers have already purchased for Father’s Day.
What will adults in the U.S. buy for Dads and Grads this year? A third of Father’s Day shoppers said they were planning on buying clothing and accessories. College grads are the hardest to shop for apparently, as 32% of college grad gift shoppers said they were unsure of what to get them. Interestingly, high school grads are more likely to get gift cards than college grads.
Almost half (46%) of graduation gift purchasers will spend over $100, with 79% spending $50 or more. Among Father’s Day gift purchasers, however, 41% of consumers will spend between $20 and $49, with 94% of consumers saying that they will spend the same or more money on Father’s Day purchases this year as compared to last year.
We also wanted to look at who had apps on their mobile devices that would appear most to Dads and recent graduates, to see how app ownership trends could illuminate upcoming Dads and Grads shopping. Who are using these apps?
Apps for dads, unsurprisingly skews older, while apps for grads tend to skew younger. This is not surprising, although it does highlight that we selected an accurate cohort of apps to review.
Apps for grads have fairly diverse ownership, with apps for dads having more representation from Latinx consumers while apps for grads over-index among Black consumers. Further, apps for grads skew more female, while apps for dads tend to be downloaded by a more affluent ownership audience. Both Grad and Dad app owners are likely to have finance apps and apps related to food and drink on their mobile devices, while Dad app owners are also likely to have other shopping apps.
When it comes to shopping for Dads and Grads, what do advertisers need to do in order to prepare? For this holiday season, we recommend heeding the following advice:
What are your thoughts on this data? What do you think Father’s Day and graduation shopping will actually look like in 2021? Let us know your thoughts on social media! You can reach us directly on Facebook, Twitter, Instagram or LinkedIn.
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