When Buying for Kids, Does Father Know Best?
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It probably comes as no surprise that Moms are the big shoppers in most families. However, Dads do play an important role, especially during the holiday season. ‘Tis the season for Dads to play Santa Claus! The Giggle Guide® surveyed 26 mothers, living throughout the U.S. and Canada, about today’s children’s market and the products they purchase. The sixth question in our exclusive series asks…
What role does Dad play in the purchasing of children’s products for your family?
The Question:
Christine from South Orange, NJ - Age 30 / Girl - 13 months
“Not much. It’s kind of my niche. He’d be willing, but at this point, I just know what she needs.
”
Erica from Philadelphia, PA - Age 30 / Girl - 2 years / Boy - 9 months
“My husband does not do any of the purchasing in our family. That is all up to me.
”
Chris from Brooklyn, NY - Age 49 / Girls - 3 years & 1.5 years
“Well, our Dad is very involved in purchasing our children’s products. He does all of the Internet purchases. He tends to like to buy more odd looking designs (he is a designer). Generally speaking, my husband and I do collaborate on all purchases. I am the one who determines what the girls actually are in need of.
”
Shauna from Churchbridge, Saskatchewan - Age 29 / Girl - 17 months
“He is usually the one who will find some interesting items, but if it is him or I that discover the product, we will always consult with the other to make the final decision to purchase it. We almost always have the same tastes, and ideas when it comes to children’s products.
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Denise from Pleasanton, CA - Age 32 / Boys - 8 years, 6 years & 1 year
“The Dad in our family makes the money to pay for them! I get to do the spending:)
”
Jovie from Lancaster, CA - Age 33 / Girl - 15 months
“We limit the purchasing that Dad makes. Our dad is always wanting to buy the newest toys.
”
Lucy from Brooklyn, NY - Age 38 / Boy - 10 months
“Dad plays a very important role in purchasing anything for my son but he does not always purchase the appropriate item that my son needs.
”
Natasha from Breckenridge, CO - Age 34 / Boy - 6 years / Girl - 2 years
“In our family, our Dad has almost no role in purchasing products for our children.
”
Heidi from Vallejo, CA - Age 37 / Girls - 3.5 years & 1 year
“Our Dad has almost no say in purchasing. He might veto a gift idea once in awhile.
”
Heather from Farmington, CT - Age 36 / Boy - 2.5 years / Girl - 8 months
“My husband loves to help find unique shoes for the kids but other than that, the shopping is left to mom.
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Brandi from Colorado Springs, CO - Age 36 / Boy - 6 years / Girl - 3 years
“Our Dad does some of the purchasing of hard goods, but I mostly do the buying
”
Sherrie from Truro, Nova Scotia - Age 35 / Boys - 12 years, 10 years & 10 months
“He is as concerned for our childrens safety as I am, we look at all aspects before purchasing products. I would say he is very involved.
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Patricia from Monroe, LA - Age 45 / Boys - 6 years & 4 years / Girl - 19 months
“Our dad plays a big role in purchasing products, especially for toys. (Does that surprise you?)
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Karen from Angleton, TX - Age 47 / Girls - 11 years & 9 years / Boy - 7 years
“Dad makes almost all the purchases in our house. I have very little to do with it.
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Margaret from Great Falls, MT - Age 46 / Boy - 6 years / Girl - 4 years
“Dad has a very big role in purchasing. He buys most all of the purchases except our girl’s clothes
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Angela from McLean, VA - Age 43 / Girl - 6 years
“Dad buys very little. My husband usually will buy the sneakers, or the toys she really likes, but clothing is almost exclusively the province of Mom as he rarely does anything right to include buying children’s clothes.
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Patty from Nashua, NH - Age 42 / Girl - 2 years / Boys - newborn twins
“I make all the decisions but do run it by my husband especially when it’s a big purchase.
”
Maureen from Dublin, OH - Age 43 / Girl - 2 years
“There is not much Dad purchases. Just for special occasions like b-day, holiday, etc. does he buy anything.
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Danielle from Lowell, MA - Age 39 / Girl - 18 months
“We play an equal role in purchasing products for our children.
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Michelle from Fargo, ND - Age 38 / Girl - 18 months
“Big items like car seat, electric toys, or spendy toys we pick out and purchase together. Everyday items that we need like clothes and shoes Mom purchases.
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Stephanie from Culpeper, VA - Age 37 / Boy - 6 years / Girl - 2 years
“He likes to go out and look at toys for the kids, but that is about the extent of Dad’s purchasing.
”
Ande from Dallas, TX - Age 26 / Girl - 4 year / Boy - 6 month
“My husband doesn’t play a daily role in purchasing items for our children. He becomes more involved for holidays and birthdays, but as a rule, I am the one who does the majority of the purchasing.
”
Emily from Surrey, British Columbia - Age 29 / Girl - 2 years
“Dad usually buys fun products (toys) but all other purchasing is done by Mom
”
Joanna from Boston, MA - Age 40 / Girl - 2 years
“He buys books and some toys but not too often. I do the majority of the purchasing.
”
Heather from Sacramento, CA - Age 35 / Boys - 6 years & 18 months
“I ask, before a major purchase, if he’s okay with it… he loves shoes so he helps pick them out. Also, he enjoys getting gifts. I do all the major shopping.
”
Katie from Big Pine, CA - Age 29 / Boys - 3 years & 8 months
“My husband does not have any role. I think he gets intimidated by all the products. Plus, it’s just not his thing.
”
The Wrap-up
According to our survey, Moms know best when it comes to buying things for their children. Teamwork runs a close second. For Dads, it’s no surprise to the Moms that Dad is most helpful in buying toys! Since we are in the biggest season for buying toys, retailers should remember one thing … Dad is Santa!
Here is how we interpret Dad’s participation in purchasing for their children:
1. Almost none - 9 moms (35%)
2. We collaborate - 7 moms (27%)
3. Toys, mainly -5 moms (19%)
4. None - 3 moms (12%)
5. Almost all - 2 moms (7%)
Next month, The Giggle Guide™ moms are asked, “To what extent do your child’s/children’s wishes affect your purchasing decisions?”
