Don’t Moms Buy Everything? Ah, Nope.

Dear Mr. Dad: In last week’s column you complained that advertising ignores dads. As I understand it, moms make most purchasing decisions. Wouldn’t advertising to men alienate women? And why should advertisers spend money pitching to people who don’t buy anything?

A: You’ve raised three important issues here. Let’s go through them one at a time.

First, while mothers may make the majority of purchasing decisions, it’s not by much. Ninety percent of dad are involved in everyday buying decisions for their family. Forty percent do half or more of the household shopping every week. Single dads and at-home dads account for an even greater share, and those numbers are only going up, as the percentage of women who outearn their husbands also rises.

[Read more...]