May 28, 2008 Archives

Dads become increasingly discretionary

Jeremy Simon | May 28, 2008 | Research, regulation, industry reports

Tags: Father's Day, gift cards

Dads shouldn't expect much this Father's Day, but those who are getting something should expect gift cards. That's the finding reported by Brand Keys, a brand and customer loyalty consultancy based in New York. According to the results of a consumer study, while dads usually get less on their designated day than moms do, fathers are becoming an increasingly discretionary expense.