Millennial fathers are bucking historical stereotypes, sending a clear message: a new generation of dads is here, and we’re changing things up. The evidence of how dramatically things are shifting shows up in surprising places, including how millennial dads approach buying gifts for their children.
But this holiday season, browsing for gifts isn’t all just twinkle lights and holiday cheer for this big-spending holiday white whale. He still faces shopping woes, and retailers are failing to address them.
If retailers want their loyalty and their hard-earned dollars, they need to figure out what makes these dads tick.
There’s a long-standing TV trope familiar to anyone who’s watched The Simpsons, Everybody Loves Raymond, or King of Queens: the wife shops while the bored husband complains and begs to go home. But NMI’s findings suggest that real life might look a little different.
In fact, Millennial mothers may dread heading to the mall even more than fathers in this age group. Sixty-seven percent (67%) of moms say they prefer holiday shopping online in order to avoid long lines and crowds, compared to 61% of dads. And when it comes to time spent shopping, Millennial dads are keeping pace — if not slightly outshopping moms. Forty-one percent (41%) of dads say they’ll spend 20 or more hours on holiday shopping this year, compared to 39% of moms. They’re also surprisingly enthusiastic about in-store shopping, driven by both practical benefits and emotional nostalgia.
Practically speaking, they’re more likely than moms to value help from store associates (29% vs. 19%) and the convenience of quick, in-person returns (33% vs. 23%).
That’s not the only area where Millennial dads outpace moms for their love of convenient retail tech. They’re significantly more interested in ultra-convenient options like contactless checkout when shopping in store (57% vs. 42%) and subscription-based gifts (33% vs. 17%). What’s more, 79% say they’d opt to do all their shopping at retailers that provide technology to skip lines, and 73% say they’re more likely to shop in-store at places that offer frictionless payments (vs. 63% of moms).
However, most feel retailers haven’t fully stepped up to the plate. Eighty-three percent (83%) say they wish retailers provided more innovative, time-saving perks. All of which shows that, for all the nostalgia and holiday spirit, the real key to unlocking the average Millennial dad’s $500 holiday budget is giving him what he’s always loved most: convenience.
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