Father Day arrives in USA and new research shows the changing habits of the consumer. The National retail federation in the USA has been carrying our t spending for Fathers day. It used to be that dad got a power tool or some other manly present,but that is all changing. The experience driven gift market is where the money is going,the same as it did at Christmas time in Australia. 44% of the spending will be directed at doing something to extend the quality time with the family This is because fathers are more emotionally linked to their children than they have been in the past The average spend per father this year in the USA will be $117 a 10% increase over last year. Trying to sell a mug or a tie will be difficult, but sell the experience and you can get a financial reward as a retailer and a happier Dad.