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 Hallmark
Gives the Stats on a
Modern Father's Day
Father’s Day is the
fourth-largest
card-sending holiday in
the United States, with
105 million cards
exchanged annually.
50 percent of all
Father’s Day cards are
purchased for dads.
Nearly 20 percent of
Father’s Day cards are
purchased for husbands.
Other categories include
grandfathers, sons,
brothers, uncles, and
someone special.
 Two
top-selling and important
kinds of cards are “Dad
from Daughter” and cards
from a couple or family
group – “Dad From Both”
and “Our Wish.”
·
Men
like to be affirmed.
Many men expect, and
are tired of, the
“put-down” cards and
would like to feel
more appreciated.
Cards that offer
genuine compliments
(humor or non-humor)
resonate with these
men.
What consumers are
trying to accomplish
at Father’s Day is
actually the same as
Mother’s Day:
 – Make
dad feel loved,
cared about,
appreciated,
special.
– Let him know you
are thinking about
him.
– Brighten his day.
However, how
consumers go about
trying to accomplish
this, and their
perceptions of how
important it is to
the recipient
differs.
Through maturity and
experience people
begin to recognize
their parents’
mortality and come
to appreciate how
fortunate they are
to have their
fathers.
As consumers move
into the
young/middle-parents
life stage, they
understand how
challenging being a
parent can be. That
alters feelings
about their own dads
and intensifies the
desire to celebrate
him on Father’s Day.
Source:
Hallmark
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