According to BIGresearch, a market information firm based in Worthington, Ohio, consumers spend more than $11 billion for Mother’s Day each May, but when Father’s Day rolls around a month later, they are only willing to shell out a tad more than $8 billion.  The discrepancy is even more noticeable when comparing greeting cards sales.  Hallmark says that their customers spend about $95 million on cards for Dad, while Mother’s Day card sales top $152 million – a difference of $57 million. 

Is Mom really 33% more popular over Dad?  Not really.  There are several reasons for the skewed financial figures. 

First, in the U.S. there are significantly more households headed by women -- about 20 million more according to U.S. Census Bureau statistics.

From an income standpoint, women, who buy most of the Father’s Day gifts, also make less than men (on average about 30% less) so they are often shopping on a budget.  Along these same lines, looking for a bargain may also be more of a “female” trait.  This could mean that Dad is getting gifts, but savvy Mom is simply paying less by planning ahead and comparison shopping.

Finally, Mother’s Day got an earlier start, and it was recognized as an official holiday much earlier than Father’s Day, which didn’t get its official status until 1972. 

So while mom may be winning the consumer spending race, it is not fair to conclude that Dads are much appreciated less.  It’s the effort, recognition, appreciation and respect that you show to the important men in your life.