Got tools? Father's Day season hits stores

The National Retail Federation's (NRF's) 2010 Father’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, expects the average person will spend $94.32 on a Father's Day gift this year, up from $90.89 last year.

Whether that money is spent in the tool-rich home channel depends on a lot of factors -- including marketing effectiveness. But regardless, there is significant effort in the home channel to capture some of those Father's Day dollars.

No surprise -- the two biggest players expect a boost, and their marketing is taking advantage of the association between Father's Day and tools.

Home Depot's website exhorts viewers to "Give dad what he really wants for Father's Day." Ryobi brands are heavily promoted in the accompanying product roundup. The retailer's website allows easy shopping by breaking down Father's Day gifts, according to the personality of the recipient: sports enthusiast, DIYer, garden enthusiast or outdoor entertainer.

At the Lowe's website a similar push is underway. Father's Day gift giving on the Lowe's site, however, is organized by price -- under $10, under $20, under $50, under $100 and over $100.

Despite the natural connection between tools and dads, home centers have their work cut out for them to take share from other retail channels, according to NRF's data. When it comes to where people will purchase their gifts, discount stores (34.4%) and department stores (34.1%) will see the most traffic. Specialty stores such as greeting card or gift stores (26.4%), and online retailers (20.5%) are also major players.

Ace Hardware is promoting Father's Day with a prize giveaway in an effort to be known as "Father's Day headquarters."

Pro dealers and lumberyards are also marketing Father's Day sales.

Kent, Ohio-based Carter Lumber blasted an e-mail promotion advising customers to "surprise dad on Father's Day and save money." DeWalt power tools, a Milwaukee Sawzall, Stanley-Bostitch nailers and a Bosch job site radio were featured products.

Lumber 2 Home & Ranch in Oklahoma City is promoting a Case Knives Father's Day Sale, with sale prices anywhere from $9.99 to $61.99. 

And at McCoy's Building Supply, the 2009 HCN Pro Dealer of the Year, the McCoy's Supply Card is described on the San Marcos, Texas-based company's website as the perfect gift for dads.