June 06, 2007

A Great Meal, Gift Cards And Homemade Items Are Gifts Dads Want Most This Father's Day, According To The Discover® Card Father's Day Shopping Survey

Spending on Gifts for Dad Set to Increase 25 Percent Over 2006

Riverwoods, IL, June 6, 2007 – A special dinner at a restaurant with the family is what the majority of fathers who were surveyed want for Father's Day this year, according to the annual Discover® Card Father's Day Shopping Survey. This year's poll revealed a range of other shopping trends, consumer spending projections and insight for merchants this Father's Day.

“It's shaping up to be a good year for dads and retailers with gift-givers planning to spend 25 percent more on Father's Day this year than last year,” said Margo Georgiadis, Executive Vice President and Chief Marketing Officer of Discover Financial Services. “Beyond traditional gifts such as tools or a tie, shoppers may want to consider something more personal as what tops the list for most dads is a special dinner out, a gift card or something homemade.”

Women Plan to Purchase More Father's Day Gifts Than Men, But Men Will Spend More

While 42 percent of respondents said they plan to purchase a Father's Day gift this season, significantly more women (50 percent) than men (33 percent) will do so. The Discover Card survey also took a closer look at who will be spending what for whom:

-Of those who plan on purchasing a Father's Day gift this year, the average amount that men and women plan to spend for their fathers is $54.00, an increase of approximately 25 percent over last year's stated average of $43.60.

-Although fewer of them will be buying Father's Day gifts this year, men will be spending significantly more than women. Of those who plan on purchasing a gift, the average amount men will spend is $69.50, while the average amount women will spend is $42.00. Both amounts increased approximately $10 from last year.

-Of those women who plan to purchase a Father's Day gift for their husbands this year, the average amount they will spend is $76.80, an increase of six percent over 2006.

When asked how much would be an appropriate amount to spend on a Father's Day gift, 42 percent of fathers surveyed said that less than $50 was an appropriate amount, while 45 percent said no money at all - that the best gift would be home-made or a thought or gesture from the heart.

Most Popular Father's Day Gifts

According to the survey, there's a good chance that dad may not be getting the gifts he wants the most, based on responses from dads and gift-givers.



54% Dinner at a restaurant

38% Tools or appliances

43% Gift card

38% Dinner at a restaurant

38% Home-made gift

37% Sport or hobby-related gift

32% Music/books/DVD's or games

34% Music/books/DVD's or games

31% Sport or hobby-related gift

26% Gift card

29% Tools or appliances

22% Electronic or computer – related gift

21% Travel or weekend getaway

17% Home-made gift

18% Electronic or computer – related gift

7% Travel or weekend getaway

-When respondents were asked what features would influence them to purchase a gift card, 63 percent cited no expiration date or loss of value. Similarly, 61 percent said if the card was general purpose while 47 percent said being able to choose the denomination. Twenty-nine percent cited Father's Day art on the card, while 28 percent cited the ability to emboss the recipient's name and add a message.

Shoppers should rest assured that even if their Father's Day gift isn't what the dads in their lives really wanted, nearly six in ten (57 percent) of fathers surveyed wouldn't exchange it, return it or re-gift it! On the other hand, 40 percent of mothers surveyed this past Mother's Day cited that they would do so.

Discount Stores the Most Preferred Shopping Location; Most Shoppers Will Buy Their Gifts a Week in Advance

The Discover Card Father's Day survey also provides insight into preferred shopping locations and in-store offerings.

-While 33 percent of gift-givers said they will shop for Father's Day gifts at a discount store (e.g. Wal-Mart), another 27 percent cited a shopping mall and 19 percent said they would visit a department store (e.g. Macy's). Twelve percent intend to shop for Father's Day gifts online.

-When asked what would encourage them to spend more on Father's Day gifts, special sales lead the pack with 52 percent. Coupons or rebates from retailers or manufacturers come in second at 43 percent, while 23 percent of respondents cited free online shipping as a preferred incentive.

-Eighty-one percent of respondents said they will shop a week or more in advance for Father's Day. Only 18 percent of respondents said they will wait until the day before or later to shop.

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 1,042 nationally-representative adults. The research was conducted from April 20-23, 2007 by Caravan Opinion Research Corporation.

About Discover Financial Services
Discover Financial Services, a business unit of Morgan Stanley (NYSE: MS), operates the Discover Card with more than 50 million cardmembers and the Discover Network. Discover Financial Services also operates the PULSE ATM/debit network, which serves over 4,400 financial institutions and includes nearly 260,000 ATMs, as well as POS terminals nationwide. For more information, visit,, or

Media Contact
Matthew Towson
(224) 405-5649