Stores prepare to cash in on Father's Day sales

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Father’s Day sales are predicted to be bigger than ever in 2018 with shoppers expected to spend £799m on products and gifts this June, according to a new survey by marketing agency Savvy.

Among those shoppers planning to celebrate this Sunday, 69% said they don’t mind spending more to make Father’s Day special. Fifty eight per cent of those surveyed also said they would spend more for Father’s Day if better gifts were available in stores.

Retailers also need to be prepared for the last minute rush to buy cards and presents, with 47% of shoppers expected to leave Father’s Day gift purchasing to the 11th hour.

A further 45% of consumers are expected to trade up to buy more expensive food and drinks to celebrate the occasion.

Savvy insight director Alastair Lockhart said: “Father’s Day marks the end of a solid performance for the events calendar during the first half of 2018, which has provided some positivity in an otherwise challenging retail market.

“Following on from the feel-good warm weather of May and early June, and overlapping the start of the World Cup, Father’s Day looks set for a strong sales performance. Our research suggests record breaking sales for the event with more people than ever looking for personalised gifts and shopping online – especially using smartphones.”

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