Dads miss out as Brits admit to spending less than a fiver on Father’s Day

Brits have admitted to spending just £4.27 on their dads as Father’s Day approaches, a third of what they spend on Mums, according to new research by the UK’s leading online supermarket, Ocado.

Ocado sales figures released today show that in the weeks leading up to Mother’s Day 2012, customers were stocking up on champagne and flowers, spending an average of £12.81 on their doting mothers. In the run up to Father’s Day, however, customers parted with an average of just £4.27, with typical gifts including chocolate and beer.

Ocado thinks that Fathers deserve a better gift this year, and in order to help customers address the balance between mums and dads, they’ve launched a dedicated Father’s Day aisle. The aisle is packed full of gift ideas for Dad, whether he’s a foodie, a traditionalist, into grooming or a gadget fan. Popular gift recommendations include the Bulldog moisturiser range from £6.00 for the dad who likes to look nice, or for the foodie dad who likes trying something a bit different, Offley’s Rose Port for £10.99 - both of which have received five star reviews from customers.

Jason Gissing, co-founder of Ocado comments: “Whilst Mother’s Day has been going a lot longer than Father’s Day, it’s a real shame that Dads are missing out when it comes to gifts. We want to encourage everyone to show their dad how much they love them and inspire them to buy them something a little bit more exciting than the stereotypical beer or chocolate, which is why we’ve created this aisle, packed full of gift suggestions and that will make Dad’s day this year and that can be delivered right to our customer’s door”