Americans spend over about 50% more on Mother’s Day than on Father’s Day gifts. According to surveys from the National Retail Foundation, we will have spent $21.4 billion on Mother’s Day and only $14.3 on Father’s Day in 2016.
Physical goods make up about 60% of these gifts for both holidays. This gift category differ significantly for Moms and Dads. Moms get lots of jewelry and flowers. Dads get home improvement items, tools, car accessories and sporting goods. Both get about the same dollar value in clothing and electronics. Experiences, which include meals out, fun activities and spa visits (for Moms), make up the next largest category after physical goods and account for 20-25% of spending.
The charts below compare spending for Mother’s and Father’s Day and break out spending for each holiday by category:
I used a three chart layout to provide a high-level comparison of Mother’s versus Father’s Day spending and then to drill-down into spending by category for each holiday. The left-most chart is a simple stacked bar chart that includes a segment comparison line to show the percentage difference in spending. The other two charts are 100% stacked bar charts.
In each of the 100% stacked bar charts, the first bar provides a high-level spending categorization. The second bar is an ‘explosion’ of the physical goods category. It shows the differences in goods bought for Moms and Dads. I kept the margins consistent across the three charts and the coloring consistent across the 100% stacked bar charts to make comparison easier.
Here is the chart in SlideShare to download and edit using Mekko Graphics: