Consumers expected to spend $27.9 billion for Father’s Day

Father’s Day spending could reach $27.9 billion this year, according to the National Retail Federation’s (NRF) survey report. In line with previous years, 77% of consumers plan to celebrate Father’s Day, and average spending is pegged at $226.58, up 13.64% from a year ago.

“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” NRF Chief Economist and Executive Director of Research Mark Mathews said. “In order to make the holiday fit their budgets, shoppers are pulling back in other spending areas. Retailers continue to meet consumer needs by offering items at affordable prices.”

NRF reports that 45% of consumers plan to buy a gift for their father or stepfather, followed by 25% who plan to shop for their husbands. Also, 13% of respondents plan to shop for a brother, 8% expect to buy for a friend, and 7% referenced plans to shop for a grandfather ahead of the June 21 holiday.

Father’s Day purchases include 60% shopping for greeting cards, followed by 58% who plan to purchase clothing, and 52% who favor gift cards. A majority, 55%, said they also plan to treat their loved one with a special outing.

“While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains,” said Phil Rist, head of strategy at Prosper Insights and Analytics. “These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.”

As in recent years, shoppers remain focused on finding gifts that resonate with dad, with many saying it’s important to choose something unique or different (44%) or one that creates a special memory (34%). Similar to other holidays, subscription boxes and experiential gifts remain popular options. Nearly one-third of consumers (31%) say they plan to give an experience, while 45% of shoppers are interested in gifting a subscription box, according to NRF.

Online remains the most popular holiday shopping destination at 38%, followed closely by department stores at 37%, and 26% of shoppers plan to visit a discount store, up from 23% in 2025.

A separate report from Numerator found 63% of American households plan to celebrate Father’s Day this year. Spending expectations in this survey averaged $113 for a total of $18 billion.

Most of the Numerator survey respondents plan to celebrate the holiday with family, 44% plan to grill or barbecue, and 42% plan to exchange gifts during a family dinner. Home is the most popular place to celebrate the holiday, according to 63% of the respondents, while 29% plan to celebrate at a family or friend’s home, and 18% will celebrate at a restaurant. Another 29% said they plan to travel for the holiday.

Nearly all consumers plan to purchase something for the holiday. Food tops most shopping lists, as 66% are planning to buy food for a family dinner. Around 28% also plan to purchase alcohol, mostly beer, followed by spirits and wine.

Numerator also asked respondents if rising prices would have at least a moderate impact on their holiday spending, and 42% believed inflation would reduce their spending this year.