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Posted: Friday, 13 June 2014 6:32AM

Father's Day: Is mom more valuable than dad?

According to the National Retail Federation, Americans will spend about $7.4 billion dollars less on dad for Father's Day than they did for mom on Mother's Day.

Officials predict dad will get an average of $113.80 in gifts this year, while mom got $162.94 worth of goodies. LSU Marketing Prof. Dan Rice says this likely deals with advertising.

"Retailers may just be smart and playing the numbers. If they're going to spend a lot of money in advertising or have a lot of stuff out there to buy," Rice says. "They're going to want to have that ready for people when consumers are out there purchasing more."

Rice says certain brand consultants suggest that there's more to purchase for mom than dad, thus more spending to clear inventory.

He also says some say there is more of an emotional link to mom than there is with dad, so they may feel more compelled to get them something nice.

"I read a piece from Brian O'Conner in the Detroit News that said mom gets Chanel No.5 and dad gets WD40," Rice said.

Spending for dad this year is expected to be about $12.5 billion while we spent $19.9 billion for Mother's Day.

Rice says it might also deal with gender because moms tend to be more inclined to WANT to do something for Mother's Day while dads prefer to just lay low and relax.

He also says it doesn't take much to make mom happy but dad tends to be picky about what he buys.

"My dad is notoriously hard to shop for. and I am as well," said Rice. "The definition of a good gift might be more diverse for men than it is for women. You know mom gets a necklace, she'll probably be happy. But if you get dad a wrench, it might be the wrong wrench."

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