Buying For Father's Day As Tricky As Ever

Daytona Beach News Journal - June 14, 2007 –

My home is probably one of the few in America where a necktie might be a welcome gift this Father's Day.

My husband has a nice eclectic collection, including one with hearts that he likes to wear Valentine's Day. Many of the neckties were presents received over the years from the women in the family.

Ties aside, he is as difficult to shop for as most other men.

Sometimes women just give up and hope for the best when it comes to buying gifts for men, especially for Father's Day, which is only three days away. Jackie Heu admitted she did.

The Daytona Beach resident has already purchased a gift for her dad and hopes he will like it. Hint: it's electronic.

"He is kind of picky," Heu said Tuesday in an interview at the Bill France Postal Facility.

Tasha Harvey also faces a Father's Day challenge: shopping for someone who prefers to shop for himself.

"I haven't thought of what to get him yet," Harvey said. "He likes to buy for himself, for any holiday."

Consumers are expected to spend about $9.9 billion on gifts for dads this year, according to a survey conducted for the Washington, D.C.-based National Retail Federation.

The gift givers will spend an average of $98.34, up from the $88.80 spent last year, the survey by BIGresearch shows.

The most popular gift will be a greeting card. Other popular items include dinner, apparel, gift certificates or gift cards, electronics or computer accessories. Sporting goods, tools, appliances and home improvement items also are expected to be hot items.

Even from so many categories, consumers usually find it tough to choose gifts not only for fathers, but also the other men in their lives, including husbands and sons.

A few also splurge on grandfathers (3.8 percent) , brothers (4.6 percent) and godfathers (1.1 percent "Unless your dad is engaged in a particular hobby or sport, shopping for Father's Day can be baffling," said Bob Skiba , executive vice president at Tennessee-based Comdata Corp.

"There are far fewer general gifts (such as flowers) for men than for women. A lot of people find Father's Day shopping a chore," Skiba said

Gift cards are one easy solution, suggested Skiba, whose company helps create gift cards for retailers.

Unlike mothers, fathers are considered low-maintenance gift recipients, said Kathy Grannis, spokeswomen for the retail federation. "Tickets or gift cards usually work well with them," Grannis said in a telephone interview.

"But retailers still look forward to Father's Day. It is a nice start to summer," she said.

C. Britt Beemer, president of American Research Group, said fathers are harder to shop for because the list of possible gifts is shorter than the wide array of selections for Mother's Day.

"With Mother's Day, you have all the things she might like, plus items for the home. Men don't care about getting items for the home," Beemer said in a telephone interview from South Carolina.

Cologne is a common choice, he said, but men don't use up fragrances as fast as women. They also don't have as many clothes, he said.

Daytona Beach resident Jesse Edwards was treated to dinner and a pair of theater tickets last Father's Day. Edwards said there is nothing in particular he would like to receive this year.

"The gift is not important. It's just the thought that counts," he said. Just a card from his children would be enough, he added. .

"Despite their finicky nature, dads deserve to be rewarded with thoughtful gifts," said Eva Yusa, shopping expert for Shoplocal.com.

"Most people just don't know where to begin in shopping for dad, which explains why many wait until the last minute. As a result, dad is left with a lackluster gift," she said.

valerie.whitney@news-jrnl.com

GIFT-BUYING TIPS

Avoid the mundane, such as books or golf clubs. Opt for gifts the recipient would never buy himself. For example, a dad who appreciates traditions might like a watch with an inscribed message.

For a tech-savvy dad, try a new gaming system or upgrade his car with a global positioning system.

Don't fret if money is a concern. A small sentimental gift will do just fine. SOURCE: ShopLocal.com