Online gains for Father’s Day

More spend than Mother’s Day.

The Father’s Day weekend has gone and the last-minute rush for gifts is over. The good news for retailers was that most sons and daughters were way ahead when it comes to shopping for their fathers. The online popularity of Father’s Day in Australia has also increased, up 18% over the past three years.

CupoNation Australia has analysed consumer purchase behaviour in the weeks leading up to Father’s Day and Mother’s Day in 2018 to see which retailers got the most attention and  internal sales data found Father’s Day generated 26% more spend than Mother’s Day. Although, mothers won in terms of number of purchases, 5% more than those for the Father’s Day buying period.

And shoppers stayed with the classics with fashion & accessories, beauty, health & wellness and electronics & phones, the most shopped categories in terms of money spent, including online shopping.

The majority of Mother’s Day spend, 34.11% occurred during the week of the event, but thoughts of buying for Father’s Day were well in advance with 34.06% shopping at least three weeks before Father’s Day. Tip for retailers, start promoting Father’s Day earlier!

Online popularity of Father’s Day in Australia has been also been growing since 2015. Research into the number of Google searches of the “Father’s Day” keyword over the past three years showed an increase of 11% in 2017 compared to 2016 and 18% compared to 2015.

Online users in certain areas in Australia found a bigger interest in Father’s Day than others. Over the three year period from 2015 to 2017, the most of Google searches relating to Father’s Day came from Perth, Newcastle, the NSW Central Coast, Townsville and Wollongong.


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