WASHINGTON — According to new data released by the National Retail Federation (NRF) and Prosper Insights & Analytics, consumers are expected to spend a record-breaking $24 billion this Father's Day.
The total marks a significant jump from last year’s $22.4 billion, tops the previous record of $22.9 billion in 2023. On average, shoppers plan to spend $199.38 per person, nearly $10 more than last year. The 35-44 age group leads the charge, with average planned spending reaching $278.90, and tops the previous record of $22.9 billion in 2023. On average, shoppers plan to spend $199.38 per person, nearly $10 more than last year. The 35-44 age group leads the charge, with average planned spending reaching $278.90, up $27 year-over-year.
“Americans are embracing meaningful traditions and holidays, and this Father’s Day, spending on gifts and other holiday items is expected to reach record levels,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “As consumers look to recognize the father figures in their lives, retailers are prepared with gift ideas, special deals and convenient shopping options to help customers find the right gifts.”
Nearly half of all shoppers (48%) plan to buy a gift for a father or stepfather, followed by husbands (25%), sons (12%), brothers (9%), friends (8%), and grandfathers (6%).
The survey highlights a shift toward more intentional and experience-driven gifting. Nearly half (46%) say it’s most important to find a gift that is unique or different, while 37% are prioritizing gifts that create special memories.
As a result, categories like special outings (53%), clothing (55%), and gift cards (50%) are proving popular, with subscription boxes and experience-based gifts gaining traction. This year, 43% of shoppers plan to gift a subscription box, up from 34% in 2019. Likewise, 30% plan to give a gift of experience, up from 23% six years ago.
“As consumers prioritize Father’s Day gifts that are unique or create special memories, categories such as special outings and personal care items have seen an increase in popularity this year,” Prosper Executive Vice President of Strategy Phil Rist said. “A special outing offers an opportunity to create new memories and celebrate together, while a personal care item allows dad to feel pampered.”
Online remains the top destination for Father’s Day gifts at 41%, followed by department stores (35%), discount stores (23%), specialty retailers (22%), and local or small businesses (19%).
With the holiday approaching, retailers are leaning into omnichannel strategies, bundling convenience with personalization. Many are spotlighting curated gift guides, last-minute deals, and limited-time experiences designed to appeal to shoppers looking for more than just another tie.
The NRF survey, conducted May 1–7 among 8,225 U.S. consumers, has a margin of error of +/—1.1 percentage points.