Commercialization
The Associated Men's Wear Retailers formed a National Father's Day Committee in New York City in the 1930s, which was renamed in 1938 to National Council for the Promotion of Father's Day and incorporated several other trade groups.This council had the goals of legitimizing the holiday in the mind of the people and managing the holiday as a commercial event in a more systematic way, in order to boost the sales during the holiday. This council always had the support of Dodd, who had no problem with the commercialization of the holiday and endorsed several promotions to increase the amount of gifts. In this aspect she can be considered the opposite of Anna Jarvis, who actively opposed all commercialization of Mother's Day.
The merchants recognized the tendency to parody and satirize the holiday, and used it to their benefit by mocking the holiday on the same advertisements where they promoted the gifts for fathers. People felt compelled to buy gifts even though they saw through the commercial façade, and the custom of giving gifts on that day became progressively more accepted. By 1937 the Father's Day Council calculated that only one father in six had received a present on that day. However, by the 1980s, the Council proclaimed that they had achieved their goal: the one-day event had become a three-week commercial event, a "second Christmas".Its executive director explained back in 1949 that, without the coordinated efforts of the Council and of the groups supporting it, the holiday would have disappeared.
