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Discover® Card Father’S Day Survey Reveals That What Most Dads Really Want Is – A Humble Greeting Card

June 09, 2006
Riverwoods, IL, June 9, 2006 – Discover® Card today released its Father's Day Shopping Survey, which assesses a range of projected shopping trends and spending patterns of Father's Day gift givers. The findings show that a nice meal - home cooked or at a restaurant - gift cards and sports equipment topped the list. Additional findings are as follows:
  • One third of all fathers picked a greeting card as the number one present they hope to receive for Father's Day, showing that simple appreciation is preferred over a big gift.


  • A meal out at a restaurant followed, at 24 percent, as the second most-popular gift among fathers this year.


  • A gift card or gift certificate topped the list as the third most popular gift among dads at 15 percent.


  • Food and cooking was also featured as a popular choice among dads, with 14 percent saying they hope to receive a home-cooked meal on their special day. Sports or hobby equipment also garnered 14 percent of the vote.
“Less is more when it comes to dad, as our survey reveals he appreciates the simple things in life,” Margo Georgiadis, Executive Vice President and Chief Marketing Officer of Discover Financial Services. “To help consumers pay tribute to dad this June 18th, this year's Father's Day Shopping Survey provides some clear direction on what he wants most.”

Husbands Fare Better than Dads and Fathers-in-Law, and Moms Do Best of All

The Survey also revealed interesting trends on who's spending what on whom, especially when compared with the results of the Discover Card Mother's Day Shopping Survey. Specifically:
  • Spending More on Mom vs. Dad: Those consumers surveyed said they plan to spend an average of $31 on their dads this Father's Day, as opposed to the average of $41 they said they would spend on mom for Mother's Day. Likewise, wives plan to spend an average of $43 on their husbands for June 18th, while husbands said they would spend around $63 for their wives on Mother's Day.


  • Give'Em a Break: While only seven percent of dads said they would like a “day off” this Father's Day, more than a quarter of moms surveyed in May said they wanted a break from their family responsibilities on Mother's Day.


  • For the Men in Their Lives: Respondents are almost three times as likely (41 percent) to buy a present for their own dad on Father's Day this year as they are for their father-in-law (14 percent).


  • A No-Return Policy: Nearly 90 percent of both mothers and fathers said they wouldn't dream of exchanging, returning or “re-gifting” the gifts they receive on their special days.
Georgiadis also noted: “Whether they're taking dad out for a meal or giving him gift cards, golf clubs or gadgets, consumers who are Discover Cardmembers automatically earn cash rewards on every single Father's Day purchase. They can also double their rewards when they redeem with many of over 60 brand-name redemption partners.”

Promotions Propel Spending; Shoppers Prefer “Brick and Mortar” Stores and Vow Not to be Eleventh-Hour Shoppers

According to the Discover Card Survey, promotions and special sales will have a distinct impact on how much people will spend on Father's Day, and most shoppers plan on buying gifts with plenty of time to spare. Key findings include:
  • Twenty-nine percent of all respondents said that special sale days or markdowns offered by retailers would make them “much more likely to spend more.” Among this group, women (39 percent) are more likely to spend more on dad during a sale than men (19 percent).


  • Coupons or rebates would persuade 26 percent of all shoppers to spend more on Father's Day, while free shipping for online purchases would convince 22 percent of respondents to spend more.


  • While most respondents will purchase gifts at "brick and mortar" stores (86 percent), nearly a quarter of those buying for dad this year (or 22 percent) said they will make their purchases online. Only four percent intend on using a mail order catalog for their Father's Day shopping.


  • Nearly one in five consumers (17 percent) said they would purchase gifts within one to two days of Father's Day, while only two percent said that they would hit the stores looking for gifts on Father's Day itself.

About the Discover Card Father's Day Shopping Survey
For Discover Card's Father's Day Shopping Survey, an online survey was conducted with a total of 1,000 nationally-representative adults (500 males and 500 females). The research was conducted from April 12-19, 2006 by Creative & Response Research Services, Inc.

About Discover Financial Services LLC
Discover Financial Services LLC, a business unit of Morgan Stanley (NYSE: MS), operates the Discover Card with more than 50 million Cardmembers, and the Discover Network, which is the largest proprietary credit card network in the U.S. with more than 4 million merchant and cash access locations. Discover Financial Services also operates the PULSE ATM/debit network, which serves over 4,200 financial institutions and includes almost 250,000 ATMs and approximately 3.4 million POS terminals. For more information, visit www.discovercard.com, www.discovernetwork.com or www.pulse-eft.com.

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Media Contact:
Mai-Lee Ua
Public Relations
(224) 405-3082
maileeua@discoverfinancial.com