For too long, fathers have been represented in the media as the bumbling guy who waits outside the fitting room. He holds mom’s purse while she gets down to the important business caring for the family, handling all of the back to school shopping for the kids and leaping tall buildings in a single bound.
It’s a metaphor that has seen dads portrayed as the butt of many jokes, but is it true?
When it comes to shopping, are fathers firmly planted in the passenger’s seat?
If you don’t think so, the latest research on the shopping habits of fathers from Young & Rubicam (Y&R) may surprise you.
While advertisers and retailers have been busy falling over themselves trying to entice moms, dads have been big spenders all along.