Listen Live Graphics (Indy)
PraiseIndy Featured Video

Dad is clipping coupons?

More than half of dads collect coupons and plan the week’s meals in advance of hitting the store


BOSTON (June 12, 2012) – More than one-in-three (35%) moms admit dads have had more influence on grocery store purchases over the last few years. And, with 52 percent of dads now saying they are the primary grocery shopper in the household, the power of dad is hitting its stride, according to the 2012 Cone Communications Year of the Dad Trend Tracker.

Dad’s Doing His Homework

Top shopper is a role typically thought to belong to mom, but as more dads are poised to take on the grocery store, they’re demonstrating a lot of forethought and preparation. Dads primarily responsible for grocery shopping are more than twice as likely as moms to get a lot of input from other members in their household (34% vs. 12%).

They also do their homework before setting foot in the store. Before heading to the supermarket, dads say they:

  • Create a detailed shopping list – 63% (vs. 65% of moms)
  • Collect coupons or read circulars – 56% (vs. 62% of moms)
  • Plan meals for the week ahead of time – 52% (vs. 46% of moms)
  • Perform background research on grocery products – 24% (vs. 11% of moms)

“This research goes against all stereotypes of the ‘Father Knows Best’ dad who doesn’t concern himself with domestic responsibilities,” says Bill Fleishman, president of Cone Communications. “Marketers need to recognize the growing number of dads in the supermarket aisles who are taking their roles seriously and can benefit from brands who provide tools and shortcuts to make shopping easier.”


Also On AM 1310: The Light:
Rest In Power: Notable Black Folks Who We’ve Lost In 2021
"When They See Us" World Premiere
57 photos