June 22, 2005, 12:00 AM

Mom’s not going online to find gifts for dad—but dad shops the web for mom

While dads look to the online channel when buying Mother’s Day gifts, moms look elsewhere when buying Father’s Day gifts, according to findings from the new LIVEmark retailer index from hosted analytics provider Coremetrics Inc.

Kurt Peters

Executive Editor

While dads tend to look to the online channel when buying Mother’s Day gifts for Mom, mom’s looking elsewhere when buying Father’s Day gifts for Dad, according to findings from the new LIVEmark retailer index from hosted analytics provider Coremetrics Inc.

The LIVEmark Index, which tracks 35 metrics addressing campaign and channel effectiveness, site stickiness, and conversion rates at 150 sites including 1-800-Flowers, CompUSA, Lands’ End and others, showed a 3% decline in online sales during the week leading up to Father`s Day, compared to one week earlier. By comparison, online sales increased 16% during the week leading up to Mother`s Day.

As a group, LIVEmark participating retailers drive more than $5.3 billion annually through their e-commerce sites, but for now, shoppers aren`t going online in droves to buy gifts for Dad. Joe Davis, president and CEO of Coremetrics, speculates that could be because women buying gifts for their spouses on Father`s Day still prefer to browse at a retail store. Sales for gift retailers rose just 11% week-on-week in the seven days leading up to Father`s Day, according to the index.

Men seeking Mothers’ Day gifts, however, are looking for them online. Leading gift retailers in the index saw a 161% spike in sales the week leading up to Mother`s Day. Flowers, specialty gifts and jewelry were the most popular presents for Mom. The only sectors that saw a boost in e-commerce sales during the pre-Father`s Day period across the index were sports and outdoors, up 4%; and office supply & electronics, up 5%, showing that online shoppers still veer toward traditional gifts for dad.

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