SOCK MUPPETS: British dads set for Father’s Day dismay again in 2021

Dubbed the ultimate ‘groundhog gifts’, deflated dads are set to receive an average of 35 pairs of socks as gifts in their lifetime, with one in five Brits having bought their beloved father figure a pair of socks as a gift in the past year alone.

The research of 2,000 UK adults, commissioned by experience provider Buyagift, ahead of Father’s Day, reveals that almost half (48%) have previously bought the garments for their doting dads on more than one Father’s Day already.

A staggering 73% admit they often fall back on purchasing the same sort of present for their father figures – with 69% citing the fact dads are the hardest person to buy for as their reasoning. A further 70% say their dad never seems to know what he’d like to receive as a present.

Nearly three quarters (73%) reveal they struggle to find something new and exciting, leaving dear old dad most likely to receive alcohol (44%) or a box of chocolates (38%) – both of which came in the top three in the ‘groundhog gift’ list.

Despite spending an average of 3.6 hours searching for the perfect gift, 61% inevitably end up purchasing a tried and tested present as their dad always gives the impression that he enjoys receiving them.

Those who are dad’s themselves can also see history repeating itself, with almost half (47%) admitting they dread having to open their Father’s Day gifts in front of the watchful eyes of their children, in fear of not feigning delight fast enough.

Relishing the time spent at home over the past 18 months, 42% of dads wish their children would mix up the gift-giving, with over two thirds (68%) preferring to spend quality time with their loved ones by enjoying family experiences and days out over a practical present.

In response to the findings, Buyagift has launched a gift with a difference ahead of Father’s Day on 20th June – whilst the ingenious ‘Not Just Your Average Socks’ may appear no different than a standard sock offering, they actually contain a QR code that, when scanned on any smartphone, links to an incredible package of experiences designed to blow the socks off all dads and father figures.

For just £49.99*, doting dads get their pair of socks and can choose from a selection of exciting activities available from the ‘Treat Him Experience Box from Buyagift’. The box has a host of options including adrenaline fuelled abseiling, indoor skydiving and ziplining as well as meals out, sports experiences and spa weekends, amongst its 1,800 experiences across the UK.

Alison Vickery, Marketing and Digital Executive Director at Buyagift said: “Our research clearly shows it’s time to stop purchasing the same uninspiring presents for Brits’ beloved dads and father figures. However, whilst 58% of adults would love to buy their dads an experience, they admit they don’t know what to choose. So, this Father’s Day, our ‘Not Just Your Average Socks’ are the perfect solution to give dad a gift that doesn’t ‘sock’ and help people show their heartfelt appreciation by surprising their loved ones with a moment of magic.”