Who's Driving The Shopping Cart This Father's Day? Dads Making More Household
More than half of fathers say they are the primary grocery shoppers, according
to Cone Communications research
BOSTON, June 11, 2013
BOSTON, June 11, 2013 /PRNewswire/ --This Father's Day, Dad may be more
interested in coupons than in a new tie or coffee mug. According to the 2012
Cone Communications Year of the Dad Trend Tracker, 52 percent of fathers
indicate they are the primary grocery shoppers in their households. And even
if they're not driving the shopping cart, dads are more involved in household
purchases than ever before: more than one-in-three (35%) moms report dads'
influence on grocery store purchases is on the rise.
Additional findings from the Year of the Dad Trend Tracker include:
o24% of dads conduct background research on the products they want to
purchase, compared to 11% of moms
o32% focus on getting in and out of the grocery store as quickly as
possible, buying only what's on their lists, versus 21% of moms
o38% of dads say their purchases are influenced by word-of-mouth, compared
to 45% of moms
"The days of traditional gender roles and misinformed dads are long gone,"
says Byron Calamese, Cone Communications vice president and managing director,
New York office. "The increase in men making every day household purchase
decisions is driving a cultural shift where moms and dads are equally involved
in how homes are run."
Interested in learning more about dads' shopping behaviors and attitudes?
oRead the Year of the Dad survey fact sheet: Available online at
About the Research
The 2012 Cone Communications Year of the Dad Trend Tracker presents the
findings of an online survey conducted May 15-21, 2012 by ORC International
among a sample of 1,000 adult parents who currently have children 17 years old
About Cone Communications
Cone Communications (www.conecomm.com) is a public relations and marketing
agency known for igniting brands with high-impact strategies and programs
based in deep insights, unique subject matter expertise and innovation.
Focusing on key areas such as consumer product media relations, social media,
cause marketing, corporate social responsibility, nonprofit marketing,
corporate communications and crisis prevention/management – the agency is
positioned to help clients achieve both business and societal outcomes. Cone
Communications is a part of Diversified Agency Services, a division of Omnicom
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:
OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of
marketing communications disciplines. DAS includes over 200 companies, which
operate through a combination of networks and regional organizations, serving
international and local clients through more than 700 offices in 71 countries.
SOURCE Cone Communications
Contact: Kelly Faville, Cone Communications, firstname.lastname@example.org,
617.939.8420 (o) / 978.621.6667 (c)
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