Father's Day, this year, is June, 18. To celebrate the dads in their lives, 343,125 Augusta, Georgia area consumers are expected to spend a record $50.8 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Overall  80% of all Father's Day spending in the CSRA will be concentrated into four gift categories:

• Special Outing: $17.2 million
• Clothing: $7.7 million
• Gift Cards: $6.2 million
• Electronics:  $5.7 million
• Personal Care: $3.7 million

The remainder of the retail dollars CSRA consumers spend will be for tools/appliances, sporting goods, greeting cards, and books/CDs.

The challenge for Augusta area retailers, however, is keeping a significant share of these Father's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 81% of all spending.

To earn a larger share of Father’s Day spending, local small business owners will need to advertise to convince Augusta consumers of the benefits of buying from local retailers.  By almost every marketing metric, the best way to advertise is on Augusta radio.

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Augusta, Georgia area shoppers are expected to spend $35.3 million on the dads in their life. This is on par with the record-breaking $35.4 million spent in 2021.

“Despite growing concerns about inflation, consumers plan to spend approximately the same amount as last year in celebration of Father’s Day,” NRF President and CEO Matthew Shay said. “Spending patterns also reflect the sentimental nature of the holiday as consumers are prioritizing unique and meaningful gifts.”

The NRF projects that nearly 60%, of all Father's Day purchases in CSRA, will be for special outings, clothing, gift cards, and electronics. Although most category spending will be down slightly from last year, the amount of money spent on special outings such as dinner is expected to increase by over 8%.

Here is how this large pool of Father's Day cash in the Central Savannah River Area (CSRA) is expected to be distributed in all retail categories.