The annual Father’s Day dilemma

Seems like there is an annual discussion (at RetailWire) about Father’s Day retail business. How to make it more men-centric and less dependent on other categories? I’m not sure this is in the cards:

I agree that much more men’s merchandise (apparel, furnishings, electronics, sporting goods) is self-purchased as needed throughout the year, rather than bought for Father’s Day. I also believe that dads are less interested in “stuff” and more interested in time spent with their families…at least it’s nice to think so. Both of these issues converge on Father’s Day and lead to a shopping period where much more women’s and kids’ apparel is sold than men’s. Whether there is a merchandising “magic bullet” to reverse this trend is hard to picture in the short run.

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