"Pop culture has long painted a familiar picture of fatherhood: dads avoiding errands and household tasks while mothers shoulder most of the load. Historically, the data backed this up. In the 1960s, married women did seven times more housework than their husbands. The gap still exists today, but it has narrowed significantly over the decades."
"Millennial fathers are bucking historical stereotypes, sending a clear message: a new generation of dads is here, and we're changing things up. The evidence of how dramatically things are shifting shows up in surprising places, including how millennial dads approach buying gifts for their children. Dads in this generation stand out for their zeal for retail, according to a study of 1,000 U.S. based millennial parents conducted by NMI, an embedded payments provider."
"They're more enthusiastic about shopping in-store at small businesses than moms, more likely to embrace the nostalgia of the holiday shopping season, and bigger spenders: 35% of millennial dads say they're spending $500 or more on each kid! But this holiday season, browsing for gifts isn't all just twinkle lights and holiday cheer for this big-spending holiday white whale. He still faces shopping woes, and retailers are failing to address them."
Fatherhood divisions of labor have narrowed since the 1960s, when married women did seven times more housework than their husbands. Millennial fathers now challenge historical stereotypes and show strong retail engagement. A survey of 1,000 U.S. millennial parents by NMI finds millennial dads are more enthusiastic about in-store small-business shopping, often embrace holiday nostalgia, and are high spenders, with 35% reporting $500 or more per child. These dads prioritize convenience, with 82% willing to pay extra for ease and 55% abandoning purchases if in-store lines are too long. Retailers are not adequately addressing these frustrations.
Read at Fortune
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