Cleveland, Ohio (2008) – Perhaps more than any other holiday, Father’s Day, really brings a smile to our face. And that’s because honoring dad often revolves around noting his signature humor, both the intentional and unintentional versions, and lovingly ribbing the big guy on his imperfections. This is a popular form of communication because men actually prefer it…that’s right, dad likes to be picked on.

American Greetings trend experts found that men prefer more personal humor and laughing “at” one another, even when that means laughing at themselves. Because of this, Father’s Day will be celebrated nationwide with stories of the things we can’t believe that our dads did, gag gifts to go along with more thoughtful ones and cards that show that even with all of the kidding that he is still loved and appreciated.

Here are some additional notes on the celebration of Father’s Day this year:

Shopping for dad: According to the National Retail Federation, consumers are expected to top $9 billion in sales this Father's Day, with the average shopper expected to spend more than $122. Just for reference, the $9 billion total is enough to buy 800,000,000 rolls of heavy-duty duct tape.
 

All the dads in our life: In addition to buying a gift for their dad this Father’s Day, many consumers will also be taking time to recognize all of the dads in their lives. More than a fourth of consumers, 28 percent, will buy a gift for their husband, 8 percent will get something for their son, 4 percent will be spending on their grandfathers and 5 percent will be picking out the perfect gift for a brother.
 

Top dad gifts: Greeting cards are again expected to be the top item purchased for dad, with nearly 70 percent of all U.S. consumers planning to purchase at least one card. Other top gift choices include a special meal or outing (43 percent), clothing and apparel (37 percent), gift cards and certificates (30 percent) and electronics or computer related accessories (18 percent).
 

Laughter in the card aisle: Funny cards will again be the most popular for dad this Father’s Day as more than 35 percent of the line will be humorous in tone. This year new humorous offerings for dad include everything from fresh twists on the stereotypical dad roles and traits to new sound and song cards featuring notable dad-friendly characters including those from South Park and Family Guy.

Source:  American Greetings