Who's Driving The Shopping Cart This Father's Day? Dads Making More Household Purchasing Decisions

For more information, please contact:             

Kelly Faville

Cone Communications




More than half of fathers say they are the primary grocery shoppers, according to Cone Communications research

BOSTON (June 11, 2013) – 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:

  • 24% of dads conduct background research on the products they want to purchase, compared to 11% of moms
  • 32% 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
  • 38% 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?

  • Talk with Byron Calamese: Byron is available for interviews June 11-June 14. Please contact Kelly Faville (kfaville@conecomm.com / 978.621.6667) to coordinate.
  • Read the Year of the Dad survey fact sheet: Available online at www.conecomm.com/research.  


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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 or younger.

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 Group Inc.

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.