For years, moms were seen as the primary shoppers in the house, but a new study from Y&R shows that may not be the case anymore. The “Who’s Your Daddy?” study reveals 45 percent of North American dads are the primary grocery shoppers for their families and the number jumps to 80 percent for millennial dads.
Y&R found when dads want something specific, they are willing to pay and tend to be less concerned about budget than moms. Twenty-eight percent of dads agreed with the statement, “I buy brands that I think are best and don’t worry much about price,” while only 13 percent of moms agreed. Likewise while 52 percent of moms said they try to buy products on sale, only 33 percent of dads said they do the same; 49 percent of dads compared to 32 percent of moms agreed the convenience of one-stop shopping was more appealing than the lowest price.
The way to dad’s wallet is through his device with 70 percent of dads wanting opt-in mobile alerts and 81 percent saying location-based mobile offers are useful; 58 percent with kids under 18 said they had taken action on a mobile offer.