With on-going lockdowns in NSW and Victoria, Australians are still expected to spend $800 million on Father’s Day, reports the Australian Retailers Association (ARA) and Roy Morgan Research.

The top three gift categories are: alcohol and food (28%), vouchers and gift cards (16%) and clothing/shoes/sleepwear (16%).

But toiletries and grooming have a number six ranking – 6 per cent of the total – and are poised to rack up sales of $48 million for Dad’s big day.

The number of TV ads for new men’s prestige fragrances has been increasing steadily in the lead-up to September 5, spearheaded by Prada Luna Rossa Ocean, Paco Rabanne Phantom and Giorgio Armani Acqua di Gio Profondo.

The TV ad for PHANTOM, the new fragrance for men by PACO RABANNE.

More than 80 per cent of respondents in the ARA/Roy Morgan survey expect to spend $199 or under – with a median of $93. The sweet spot for upmarket men’s fragrances.

NSW leads the pack with an expected Father’s Day gift spend of $259 million, followed by Victoria at $223 million and Queensland at $190 million.

Paul Zahra, CEO of the ARA, believes that the projections for Father’s Day are a good indication of optimism for the Festive Season. More than 92 per cent of those surveyed said they will be spending the same or slightly more on their parents than they did last year.

“Despite the on-going impacts and uncertainty of future lockdowns, Australians are set to spoil their dads this Father’s Day and it’s great to see that elevated level of consumer spending which bodes well for retailers in the lead-up to Christmas.”

Father’s Day in the UK was celebrated on June 20 this year. Wilkinson Sword (Schick) compiled a list of the most searched-for men’s fragrances year-to-date. As in Australia, the big designer names topped the rankings.

Dior Sauvage took out the number one position, followed by Versace Eros, Paco Rabanne Invictus, Paco Rabanne 1 Million, Bleu de Chanel, Prada L’Homme, Giorgio Armani Code, Versace Dylan Blue, Davidoff Cool Water and Jean Paul Gaultier Le Male.

Leave a comment

Your email address will not be published. Required fields are marked *