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Thursday, November 12, 2026Nov 12

Dads get less than moms on that special day as businesses seek parity in how consumers shop

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photo Debby Davis hands her daughter Leah Davis, left, one of the Father’s Day cards she’s chosen, with a shared laugh, as they browse the card selection at a Target store in Augusta, Ga.

BY THE NUMBERS$12.5 billion: Total Father’s Day spending$19.9 billion: Total Mother’s Day spending$113.80: Expected individual Father’s Day spending, down $6 from last year64 percent: People who will buy a Father’s Day greeting card43 percent: People who will go out to dinner or a sporting event for Father’s Day, spending a total $2.5 billion40 percent: People who will buy clothing gifts, spending a total $1.8 billionSource: National Retail Federation

Dads are people, too.

They need haircuts. And massages. And a little pampering, from time to time.

And Chattanooga businesses are more than ready to provide all of that and much more for Father’s Day gifts.

“It’s better than a tie or barbecue tools,” said Sarah Medley, director of business development at Studio 59, a salon and spa.