Father’s Day spending is expected to reach a record $27.9 billion this year, according to the annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics, marking an increase of 16.5 percent from last year’s previous spending. record of $24 billion.
“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 into other spending areas. Retailers continue to meet consumer needs by offering items at affordable prices.”
As in previous years, 77 percent of consumers reported plans to celebrate Father’s Day. On average, consumers expect to spend $226.58, up from the previous record of $199.38 in 2025. Despite ongoing economic uncertainty, consumer spending has increased across all categories, except among those ages 65 and older.
Forty-five percent of consumers plan to buy a gift for a father or stepfather, followed by a husband (25 percent), son (13 percent), brother (10 percent), friend (8 percent), and grandfather (7 percent).
As in past years, greeting cards (60 percent) are the most popular Father’s Day gift, followed by clothing (58 percent), a special outing (55 percent), and gift cards (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,” NRF’s Executive VP 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, consumers remain focused on finding gifts that resonate with Dad, with many saying it’s
“Most Important” to choose something unique or different (44 percent) or one that creates a special memory (34 percent).
Similar to other U.S. holidays, subscription boxes and experiential gifts remain popular options for consumers, with nearly one-third (31 percent) planning to give an experience, and 45 percent interested in gifting a subscription box.
Online shopping remains the most popular holiday destination at 38 percent, followed closely by department stores at 37 percent. Meanwhile, 26 percent of consumers plan to visit a discount store, up from 23 percent in 2025.
The consumer survey of 7,914 people was conducted by the NRF and Prosper Insights & Analytics from April 30 to May 6.
Image courtesy Target / Chart courtesy NRF and Prosper Insights & Analytics
