According to the National Retail Federation's 2010 Father's Day Consumer Intentions and Actions Survey, the average person will spend $94.32 on dear ol' dad this year, up from $90.89 last year. Total Father's Day spending is expected to reach $9.8 billion.

Shiny new toys for dad will be one of the biggest hits this year, along with special outings, gift certificates and clothing.

The survey found that 39.9% of those celebrating dad this year will treat him to a special outing such as dinner or brunch, spending $1.9 billion. 31.2% will give dad a gift card, spending an estimated $1.2 billion. 36.7% are planning on spending a total of:

$1.3 billion on clothes
$1.2 billion on electronics,
$749 million on greeting cards,
$578 million on tools or appliances,
$550 million on home improvement or gardening tools and
$400 million on automotive accessories.

Source: Center for Media Research
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