Father's Day: A Real Holiday or Just a Retail Holiday?

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Fathers dayThis Sunday is Father's Day, America's annual celebration of the spider-killing, bicycle-constructing, DNA-contributing men who proudly take active roles in the raising of their offspring. Yet as the country's dads prepare to unwrap their annual gifts of grills, barbecue mitts and ties, it's worth asking if Father's Day is a genuine holiday, designed to honor America's dads, or just another spot on the country's retail calendar, designed to help the economy through the rough patch between Memorial Day and the Fourth of July.

Caveat Emptor

Before I go any further, I need to note that, as the proud father of a 5-year-old girl, I have some skin in the Father's Day game. And, while I am gleefully anticipating this year's payload of grilling tools and neckwear, I am even more invested in the role of fatherhood in America. Over the past few years, America's dads have taken some hard hits: Economically, they were gut-shot by the Great Recession, in which men lost almost twice as many jobs as women. At the same time, they also faced a cultural onslaught, perhaps best demonstrated last year, when The Atlantic celebrated Father's Day by publishing Are Fathers Necessary?, a nasty little screed by Pamela Paul. Her final summation: "The bad news for Dad is that despite common perception, there's nothing objectively essential about his contribution. The good news is, we've gotten used to him."

Thanks, Pam. You're a peach.

As for me, I come to praise dad, not to bury him, and I would argue that Father's Day is a small sop to throw America's dads. Still, it's hard to get past the notion that the timing of Father's Day is strangely convenient for retailers.

The Shopping ... ahem, Holiday Calendar

America's calendar is a hodgepodge of political and religious celebrations, cadged together for reasons that are sometimes hard to explain. Valentine's Day, for example, supposedly honors an obscure saint who may not have existed, while Halloween is officially a prelude to All Saint's Day, one of the more obscure Christian feast days. In truth, of course, both holidays are carry-overs from pre-Christian times: Valentine's Day is an update of Lupercalia, an ancient Roman fertility holiday, while Halloween is a recasting of Samhain, a Celtic harvest festival.

So why do we celebrate a pair of thinly disguised pagan festivals that have little to do with contemporary American life? Not to poo-poo fans of chocolate, jewelry or costumes, the biggest reason for both holidays is their impressive commercial power. The lead-up to Feb. 14 is a big payday for the candy industry, helping it to get through the dreary months between Christmas and Easter. Halloween, meanwhile, provides a similar function in the fall, helping the economy to wobble through the slow months between the back-to-school and Christmas sales pushes.

In fact, these days, it's hard to think of a major American holiday that isn't linked to the retail industry. Presidents Day usually brings a mass of linen bargains, while Easter gives a bump to candy makers. Independence Day is associated with cookouts, Mother's Day with brunches, and Christmas with toys. Memorial Day and Labor Day nicely bookend the summer amusement park season, while Father's Day -- as we've already noted -- marks the start of the summer barbecue push. And -- if Dad isn't into grilling -- there are always neckties and soap-on-a-rope, a pair of strangulation-based commodities that practically beg for some serious commercial support.

A Convenient Holiday

Father's Day hasn't always occupied its plum spot in the middle of June. In fact, the first celebration was held on July 5, 1908, a date that was inconveniently close to Independence Day. That original commemoration was anything but upbeat: It honored the victims of the 1907 Monongah mining disaster, in which 362 men were trapped and killed in a West Virginia coal mine. For the roughly 1,000 children who lost their fathers in the disaster, the significance of fathers -- and Father's Day -- could not have been more poignant.

Two years later, a far more prominent Father's Day celebration took place. Inspired by Mother's day, Sonora Smart Dodd, a Spokane, Wash., housewife, persuaded a coalition of religious groups to set aside a day to celebrate fathers. Dodd's inspiration was her own father, William Jackson Smart, who single-handedly raised his six children following the death of his wife. Initially, Dodd proposed that Father's Day be held on June 5 -- her father's birthday -- but was overruled by the coalition's members, who felt that it was too close to Mother's day. Ultimately, they decided to situate the holiday on June 19, a comfortable spot between Mother's Day and the Fourth of July.

Dodd's idea caught on. Six years later, President Woodrow Wilson joined in Spokane's Father's Day service. However, the holiday didn't join America's official calendar until 1972, when President Richard Nixon established the third Sunday in June as the date for its permanent national observance.

Commercial From the Start

Most holidays put up at least a token struggle against commercialism. For example, Mother's Day founder Anna Jarvis railed against businesses that tried to exploit her creation. Father's Day, on the other hand, was a retail bonanza almost from the start: In Spokane, Dodd worked with merchants to promote it, suggesting window displays and signs that would encourage customers to buy presents for their dads. In the 1930s, the Associated Men's Wear Retailers, a New York-based trade group, embraced the holiday with a "Father's Day Committee" to help publicize the day -- and the sales that attended it. Their perspective was immediately evident from the slogan they chose for the holiday: "Give Dad Something to Wear."

In retrospect, it's not surprising that ties quickly became the traditional Father's Day gift.

Because of its heavy commercial emphasis, Father's Day had to fight an uphill battle against consumers who saw it as a cynical attempt to wrest money from guilt-ridden children. Harvard Divinity School professor Leigh Eric Schmidt argues that Father's Day quickly embraced its own exploitation. In Consumer Rites: The Buying and Selling of American Holidays, he notes that "Advertisers themselves recognized [the] wider cultural tendency to see Father's Day gifts as humbug, and one solution was to incorporate this into holiday promotions and to try to turn it to commercial advantage." In addition to offering playfully silly suggestions for Father's Day presents, many stores attacked competitors for promoting inappropriate or tacky gifts.

Boosting the Economy ...

Given Anna Jarvis' firm stance against commercialism, it's somewhat ironic that Mother's Day far outstrips Father's Day when it comes to spending. According to the National Retail Federation, the average mother received more than $140 in gifts this year, while the average American dad will get just over $106. Then again, even this comparatively small sum is a significant jump over last year, when the average dad raked in a meager $94.

This year-over-year jump illustrates Father's Day's key role in providing a spur for retailers. In fact, the amount of money spent on dads is a nice benchmark for the economy in general. In 2007, on the eve of the recession, per capita Father's Day spending hovered close to $100. Two years later, in the depths of the economic downfall, it had plummeted to just over $90. In context, 2011's expected retail windfall of $11.1 billion represents not just a lot of happy dads, but a retail economy that is regaining a lot of lost ground.

... and Celebrating Dads

Ultimately, though, Father's Day isn't about shopping. Rather, it's about honoring fathers and their place in the lives of America's children. Given the holiday's overly-commercialized origins -- not to mention the ballyhoo surrounding its yearly observance -- this can be a bit hard to remember. Still, while preparing for this Sunday's festivities, you might want to take a moment to think of any dads you know who have struggled to support and nurture their children.

And then, of course, get in line to pick up the required "Kiss the Cook" apron and a hideous tie.


Also See: What Super-Rich Dads Teach Their Kids

Bruce Watson is a senior features writer for DailyFinance. You can reach him by e-mail at bruce.watson@teamaol.com, or follow him on Twitter at @bruce1971.

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LNOFT97

Not that I don't think fathers are important/deserve recognition, but Father's Day is the WORST 'holiday'. It was agonizing when I was young, trying to think of something, anything, to buy my father. A cold, silent lump who still deserved tribute. Fine, but what? Tie? Never wore one. Golf balls? Never golfed. Fishing lure? Hadn't gone fishing for 20 years, wasn't about to take it up again. After shave? Six bottles, unopened, in the bathroom. Card? Hallmark cards dripping with goo, pictures of golfing/fishing/dogs (dad hated dogs, he was a cat man), "To The World's Greatest Dad EVER" - vomit. ... If Dad was alive today, I would happily make him one of my clever customized cards and give him a gift card to a nice restaurant. Take him out to a restaurant (being an adult with money and all now). Too late now. But back in the olden days, Fathers Day was a real puzzler.

June 18 2011 at 1:09 PM Report abuse rate up rate down Reply
Gary

Give me a break. Duh, it's all about money. All the so called special day's. I'm sure that one of these day's they will have chrildren's day. Mother's Day, Father's Day, Valentine Day, did I miss something?

June 17 2011 at 12:24 PM Report abuse rate up rate down Reply
Christie Ann

Everything you guys posted is sooo true, but we all need a little something to look forward to in these lovely times we live in, so if we have just cause to show how much we appreciate someone.. so be it. Hell, if we dont have these stupid little things to focus on.. what kind of crap are we stuck with!

June 17 2011 at 5:28 AM Report abuse rate up rate down Reply
Dave

Just another day invented by the greeting card companies. My family already knows......no cards or gifts, do not spend the money.

June 17 2011 at 5:11 AM Report abuse rate up rate down Reply
Buster Frogg

This is a salute to all of the children who grew up without a father. For all the children who no longer have fathers to honor. To all the children who grew up in orphanages longing for the loving embrace of a real parent.

June 17 2011 at 4:47 AM Report abuse rate up rate down Reply
nnealj1

Sadly, in America, all holidays have evolved into nothing much more than rertail holidays...there are some traditions, but it's always retail pushing Americans to go out and spend, spend, spend....

June 17 2011 at 4:28 AM Report abuse rate up rate down Reply
timeout

I'm a dad it's cool to have fathers day but my family does not have to spend money on me just the company and family gathering is good enough for me

June 17 2011 at 12:20 AM Report abuse rate up rate down Reply
Bob B

Regardless of this story's sentiments: HAPPY FATHERS DAY to all dad's and granddads or great-granddads, etc... signed: Dad of Franics & Elizabeth and Grand-father of Izaak, Syler & Tresia!

June 16 2011 at 11:44 PM Report abuse rate up rate down Reply
Lee

In the Hood, none of the kids know who their real FATHER is. You have to go on the Maureyshow and have 14 DNA test given to the guys you can remember, only to find that they are not the real dad. That means 9 months ago, there was one hell of an orgy with unprotected sex and probably the mother had sex with 60 guys while she was turning tricks for crack one night.

June 16 2011 at 11:05 PM Report abuse rate up rate down Reply
se893dsk

Fathers are what a family needs to keep the children on a straight line. Single mothers usually are too loving and soft and can't properly keep their children in line once they are 12- 13 tears old, and the children go the wrong direction.

June 16 2011 at 9:57 PM Report abuse +2 rate up rate down Reply