Father’s Day Spending to Hit Record $27.9 Billion

WASHINGTON – Father’s Day spending is expected to reach a record $27.9 billion this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. This marks 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% 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.

In line with previous years, 77% 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, followed by a husband (25%), son (13%), brother (10%), friend (8%) and grandfather (7%).

As in past years, greeting cards (60%) are the most popular gift for Father’s Day, followed by clothing (58%), a special outing (55%) and gift cards (52%).

“While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains,” 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 many saying it’s most 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.

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

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods throughout the year.

The survey of 7,914 consumers was conducted April 30 – May 6 and has a margin of error of plus or minus 1.1 percentage points.

About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs — 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com

About Prosper Insights & Analytics
Prosper Insights & Analytics helps organizations identify market change before it becomes visible in transactions, revenues, or economic reports. For more than 20 years, Prosper has measured the drivers of future consumer behavior—including intentions, expectations, confidence, emotions, and purchase plans—to generate predictive demand signals for financial services, retail, technology, and marketing organizations.  www.ProsperInsights.com