NEW YORK ( TheStreet) -- Considering the creative small businesses marketing gifts this Father's Day, consumers shouldn't settle on buying the first tie they see.
Consumers will spend about $12.7 billion this year on gifts for dad, according to the National Retail Federation. The average person will spend $117.14, which is 10% more than last year and closing the gap with Mother's Day (for which consumers will spend an average $152, the NRF says).
According to the NRF's survey, people plan to treat dad by spending the most on special outings such as golfing, eating out or a sporting event. Of course electronics, apparel, gift cards and sporting goods will be bought as well.
George Carey, CEO of The Family Room, a Norwalk, Conn., market-research consulting firm that specializes in family demographics, says for small businesses looking to cater to dads, shoppers should let go of the stereotypes of past decades."Dads are increasingly playing a greater role in supporting the family at home, where moms used to reign. They are turning to a wide range of brands that can bring their family together and offer even a few precious minutes of time to connect," Carey said in a statement. "The remarkable growth of brands like Disney (DIS), McDonald's (MCD) and Wii has given us an abundance of evidence that the greatest gift you can give dad is a shared family experience everyone can enjoy together." Small businesses are certainly in the running to take advantage of Father's Day spending by playing up a niche and strong customer service, as well as unique promotions via social media and offline. Check out how these small businesses came up with products dad will love.