Flemington, NJ, June 23, 2009 – A new national media study among 600 Americans revealed that spending was similar to last year, with the majority of respondents (55%) reporting that they spent the same as last year, and 20% reporting that they spent more than last year.
The study was conducted by HCD Research using its MediaCurves.com® website on June 22, to obtain Americans’ brand consumption and purchasing behavior for this year’s Father’s Day holiday.
Among those respondents who reported that they dined out or ordered food, a slight majority (53%) opted for chain restaurants over local restaurants (47%). The top three restaurants were Olive Garden, Outback Steakhouse and Applebee’s.
Respondents also indicated that gift cards and clothing were the top two choices for gifts, other than greeting cards.
Among the study findings:
“What item(s) did you buy for your family/friend(s) this year for Father’s Day? Select all that apply.”
|
|
Total |
|
Flowers |
2% |
|
Greeting card |
48% |
|
CD/DVD/video games |
6% |
|
Beer/liquor/wine |
6% |
|
Necktie |
1% |
|
Tools/equipment |
9% |
|
Overnight stay in hotel or trip/travel |
2% |
|
Clothing/other apparel |
21% |
|
Accessories (wallet, hat, cuff links, etc.) |
5% |
|
Cologne/fragrance |
7% |
|
Tickets (for concerts, movies, events, etc.) |
4% |
|
Electronics/gadgets |
9% |
|
Car, boat or other vehicle |
1% |
|
Gift certificate/gift card |
22% |
|
Book |
8% |
“Did you spend the same, more or less on Father’s Day as compared to last year?”
|
|
Total |
|
More |
20% |
|
The same |
55% |
|
Less |
25% |
“Please indicate what type of restaurant you went to or ordered from.”
|
|
Total |
|
Chain restaurant (has more than one location) |
53% |
|
Local restaurant |
47% |
About MediaCurves.com
MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. MediaCurves.com is a service of HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/home.php#/pages/Flemington-NJ/MediaCurves/86691908820?ref=nf
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