Father’s Day spending is expected to reach record levels, according to a new report from the National Retail Federation (NRF) and Proper Insights & Analytics. The report reveals consumers are expected to spend $27.9 billion this year on gifts and activities, an increase from the previous record of $24 billion set last year.
“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.”
In line with previous years, 77 percent of consumers plan to celebrate Father’s Day this year. On average, consumers expect to spend $226.58, up from the previous record of $199.38 in 2025. Despite ongoing economic uncertainty, spending has increased across all categories, with the exception of shoppers ages 65 and older.
Forty-five percent of consumers plan to buy a gift for a father or stepfather. Twenty-five percent will purchase a gift for a husband, followed by 13 percent who will buy for a son, 10 percent for a brother, 8 percent for a friend and 7 percent for a grandfather. As in past years, 60 percent of consumers plan to buy greeting cards, followed by clothing at 58 percent, a special outing at 55 percent and gift cards at 52 percent.
“While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains,” Prosper Insights & Analytics executive vice president of strategy Phil Rist said. “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 44 percent saying it is most important to choose something unique or different and 34 percent saying they want a gift that creates a special memory. Similar to other holidays, subscription boxes and experiential gifts remain popular options.
Nearly one-third of consumers (31 percent) say they plan to give an experience, while 45 percent of shoppers are interested in gifting a subscription box. Online remains the most popular holiday shopping destination at 38 percent, followed closely by department stores at 37 percent. Meanwhile, 26 percent of shoppers plan to visit a discount store, up from 23 percent in 2025.
