Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association


Statistics to help Market to Fathers
Recommended Mailing Lists for Reaching Fathers at below.
Fatherís Day: June 17, 2007

The idea of Fatherís Day was conceived by Sonora Dodd of Spokane, Wash., while she listened to a Motherís Day sermon in 1909. Dodd wanted a special day to honor her father, William Smart, a widowed Civil War veteran who was left to raise his six children on a farm. A day in June was chosen for the first Fatherís Day celebration ó June 19, 1910, proclaimed by Spokaneís mayor because it was the month of Smartís birth. The first presidential proclamation honoring fathers was issued in 1966 when President Lyndon
Johnson designated the third Sunday in June as Fatherís Day. Fatherís Day has been celebrated annually since 1972 when President Richard Nixon signed the public law that made it permanent.

64.3 million
Estimated number of fathers across the nation. (From unpublished data.)

Remembering Dad

A good place to buy dad a tie or a shirt might be one of 8,758 menís clothing stores around the country (as of 2004).
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Other items high on the list of Fatherís Day gifts are tools such as hammers, wrenches and screwdrivers. You could buy some of these items for dad at one of the nationís 14,373 hardware stores or 5,870 home centers (as of 2004).
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Number of sporting goods stores in 2004. These stores are good places to purchase traditional gifts for dad, such as fishing rods and golf clubs.
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More than 74 million Americans participated in a barbecue in the last year ó itís probably safe to assume many of these barbecues took place on Fatherís Day. < >, 2007 edition, Table 1225.

Mr. Mom

Estimated number of stay-at-home dads in 2006. These married fathers with children younger than 15 have remained out of the labor force for more than one year primarily so they can care for the family while their wives work outside the home. These fathers cared for 283,000 children. Among these stay-at-home dads:

ē 60 percent had two or more children.

ē 40 percent had an annual family income of $50,000 or more.

ē 35 percent had children younger than 3 living with them.

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How Many Fathers?
26.5 million
Number of fathers who are part of married-couple families with children younger than 18 in 2006.

Among these ó

● 22 percent are raising three or more children younger than 18 (among married-couple family households only).

● 2 percent live in someone elseís home.

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2.5 million
Number of single fathers in 2006, up from 400,000 in 1970. Currently, among single parents living with their children, 19 percent are men.

Among these fathers ó

● 8 percent are raising three or more children younger than 18.

● About 40 percent each are divorced or never married, 16 percent are separated and 4 percent are widowed. (There is no significant difference between the percentages of single fathers who are divorced and never married.)

● 14 percent live in someone elseís home.

● 27 percent have an annual family income of $50,000 or more.

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Child-Support Payments

Percentage of custodial parents due child support who were fathers. They numbered 740,000.
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$2.1 billion
Amount of child support received by custodial fathers in 2003; they were due $3.3 billion. In contrast, custodial mothers received $23.3 billion of the $33.7 billion in support that was due.
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Percentage of custodial fathers who received all child support that was due, not significantly different than the corresponding percentage for custodial mothers. Fathers received an average of $2,797 in child support
in 2003, compared with $3,579 for mothers. >

Dining with Daddy

Percentage of children younger than 6 living with married parents in 2003 who ate breakfast with their father every day. The corresponding number for children living with unmarried fathers was 41 percent.
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Percentage of children younger than 6 living with married parents who ate dinner with their fathers every day. The corresponding number for children living with unmarried fathers was 66 percent.
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Kind Words from Dad

Percentage of children younger than 6 living with married parents who were praised three or more times a day by their fathers. The corresponding number for children living with unmarried fathers was 57 percent.
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Would you like to sell to dads? Check out these great recommendations for mailing lists.
Amity Direct's Fathers by Age & Income
Retailers, sports clubs, schools and events who need to reach a large number of fathers can concentrate mail into specific zip codes. We use data from Acxiom Corporation, Experian, or Equifax to help reach your local market. We can deliver fathers by age, income, and their home values; plus we can select your list by children's ages and genders.

MILLIONS upon MILLIONS of decent names are available. Inquire about your local market. Blanketing is "okay" when you need to drive store traffic with a post card. STILL, for a catalog or other mail order purchase, you'll likely do much better mailing some of these "tried & true" mail order and direct mail responders.
Contact NMOA List and Direct Mail Advisor; Jerry Mamola to learn more about reaching the Father market in this review: 732-833-4334

American Baby Active Subscribers
NEW fathers pay $13.97 to learn the latest medical advice, baby care basics and to try baby-related merchandise. These are young dads. The average age is 32 years. Reaching direct mail responders are key to most mail order sales. These include some 104,000 active NEW BIRTH fathers. Child's birthdates are selectable.

The dads of toddlers can be found in the 33,000 expired records. These are NCOA'd and updated for delivery.

Golf Digest Active & Enhanced Subscribers
Some choose golf, but (for most) the kids ALWAYS come first. Now reach these fathers who have been direct mail sold and have purchased a subscription to these golf titles. The fathers include both new and reactivated direct mail responders.

Reach up to 150,000 fathers of babies and younger children. Find another 130,000+ dads of Tweens & Teens.

Redcats USA Fathers of Young Families
Fathers of young families who buy a wide range of fashion and home products. These are direct mail sold and spend $95 on each average purchase. True mail order customers who buy quality merchandise; including missy apparel, plus-size apparel, home, outdoor and lifestyle items for themselves and their children.

There are 541,000 fathers available. These buy from the Chadwick's catalogs, Jessica London, Roamon's, KingSize, BrylaneHome, BrylaneHome Kitchen, The Sportsman's Guide and The Golf Warehouse. Their children's' age groups and gender are selectable.

Williams-Sonoma, Inc. Children
Need affluent fathers? Try the fathers who buy from Pottery Barn, Pottery Barn Kids, PB Teen, Pottery Barn Bed & Bath, West Elm, and the Williams-Sonoma catalogs. These dads spend a whopping $175 on each average mail order buy.

247,000 buyers are available each year. These are upper income fathers with money to spend. Select children's age and gender.

Highlights For Children Catalog Buyers
Need 110,000 fathers who buy children's merchandise? Find these fathers who are known to purchase arts & crafts, scientific gadgets, toys and games, software, puzzle products and books for their kids 4-13 years.

Average sale is $72 dollars and all are direct mail sold.

Omaha Steaks Fathers of Young Families
The kids need to eat! These fathers buy steaks and burgers, seafood, appetizers and treats for the family pet through the mail. These are fathers of infants, toddlers, kids, and teens. An average order from Omaha Steaks runs about $95, so these are tried and true mail order families.

There are 211,000 direct mail sold buyers in each 12 month period.

Fathers who buy from Lilly's Kids
Lillian Vernon is the iconic direct mailer. Her catalog of children's products and gifts are targeted to parents of the newborn to 8 year old market. Middle-American Fathers can be found here. These spend $67 on average and total 23,000 buyers.

Christian Book Distributors Kids Catalog Buyers
Christian dads, grandfathers and uncles buy merchandise for their most important treasures. Reach 148,000 men who buy Christian games, books (like Bibles and inspirational titles), DVDs and videos for their growing children.

Average sale is a strong $70.

Disney DVD and Video Buyers
These include fathers who purchased Disney animated videos and DVD's for their children. These dads care about quality age appropriate entertainment. Sales range from $20 to $100.

Over 75,000 active buying fathers are available.

MANY, MANY, MANY other lists are available. Tell us about your product or service and receive a customized list recommendation. Contact NMOA List and Direct Mail Advisor, Jerry Mamola at 732-833-4334 or Please be sure to tell Jerry you're from the NMOA member network when calling or emailing.


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