From Fashion to Outdoor Essentials New Sears Canada Survey
Reveals: What Canadian Dads ACTUALLY Want this Father’s Day
Sears Canada curates the Ultimate Gift Guide for every Canadian Dad
Every year on the days and weeks leading up to the third Sunday of June, mom and kids alike ask themselves the age old question, “what does Dad really want for Father’s Day?” It’s no secret that shopping for dad can be a daunting task and Sears Canada is here to help! Its recent survey of more than 1,000 Canadian dads from coast-to-coast forms the basis for its Ultimate Gift Guide for Every Canadian Dad, whether he’s a jock, fashionister or backyard baron.
Survey says: More than one third of Canadian dads (36 per cent) agreed the number one gift they would most like to receive for Father’s Day is fashion-related, whether it’s a dapper new suit, a crisp shirt and tie or trendy boat shoes — a true sign that gifting dad with a new tie or statement socks is far from passé, and that fashion dad is here to stay!
Sears Canada’s research has identified Four Key Dad Personas and produced fully shoppable gift guides, available in-store and online, at Sears.ca/LoveYourDad, for the:
· Outdoorsy Backyard Dad
· Cooking connoisseur Foodie Dad
· On-trend Modern Dad
· Fitness-focused Dad Bod
Photo Credit: Sears
“Our research shows that almost 60 per cent of Father’s Day purchases are made one week prior to the day, which is why our Father’s Day Gift Guides and offerings will begin to rollout both in-store and online starting on June 2, 2016,” says Nancy Dennis, Divisional Vice-President, Trend Direction, Sears Canada Inc. “Not only will this alleviate last-minute, unneeded shopping stress, but they will also help families honour dad and make his day extra special this year with the gift he really wants!”
Survey Says: This is what you should give dad
Sears Canada surveyed men, aged 25 to 55, on what they would most like to receive on Father’s Day. Here’s what Canadian dads had to say:
· 78 per cent of Ontario and Western Canada dads indicate they would most like to receive fashion-related gifts (clothes, suits, shirts, ties, shoes)
· More than half (66 per cent) of dads in Quebec and Atlantic Canada want outdoor essentials like BBQs, patio sets and fire pits
· 37 per cent of dads in Atlantic Canada say they’d like to receive tools, a lawn mower, shed, workshop or automotive accessories
· Fully 90 per cent of Canadian dads say that spending time with family on Father’s Day is most important, followed by getting gifts, hanging out with friends or relaxing by himself
For the Backyard Dad
Backyard Dad is the most popular guy around on summer weekends. He can be found sporting his King of the BBQ apron while grilling kabobs for the family. In fact, 36 per cent of dads claim that on a typical weekend afternoon, you will find him firing up the grill. Here are some top picks for the family’s favourite grill master.
Foodie Dad pairs Brie with his Sauvignon Blanc, garnishes with pink Himalayan salt and prepares open-face smashed avocado toast for his family on the weekends. Make Foodie Dad happy with these connoisseur-approved gifts.
Modern Dad sports the sockless trend on weekends and a printed pocket square with his suit during the work week. He’s definitely not afraid to wear the latest menswear. Add to his already stylish wardrobe with these sharp looks at Sears Canada.
More than a half of Canadian dads (55 per cent) prefer to read sports magazines and 50 per cent chose TSN as their favourite TV channel. Sears Canada calls him the Dad Bod, inspired by his favourite athletes. He’s always on the lookout for new workout routines, healthy recipes and the latest trends in fitness to help get in shape. Help him train hard and live a healthier lifestyle with these items from Sears Canada.
About Sears Canada
Sears Canada is a multi-channel retailer with a network that includes 159 corporate stores, 125 Hometown stores, over 1,200 catalogue and online merchandise pick-up locations, 84 Sears Travel offices and a nationwide repair and service network. The Company also publishes Canada’s most extensive general merchandise catalogue and offers shopping online at www.sears.ca.
Survey Methodology
The survey was conducted between May 2 and May 6, 2016 via Sears. A total of n=1027 Canadian dads between the ages of 25-55 who have children were interviewed using the online survey.
