NRF: Father’s Day spending to hit all-time high

WASHINGTON — Consumers are expected to spend a record $27.9 billion on Father’s Day this year, surpassing last year’s high of $24 billion, according to the annual Father’s Day survey released Wednesday by the National Retail Federation and Prosper Insights & Analytics.

The survey found that 77% of Americans plan to celebrate Father’s Day in 2026, with average spending projected to reach $226.58 per person, up from a record $199.38 in 2025. The increase persists despite ongoing economic uncertainty and consumer concerns about inflation and household budgets.

“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” said Mark Mathews, NRF chief economist and executive director of research. “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.”

The survey found that 45% of shoppers plan to buy gifts for a father or stepfather, 25% for a husband, 13% for a son, 10% for a brother, 8% for a friend, and 7% for a grandfather.

Greeting cards remain the most popular Father’s Day gift, with 60% of consumers planning to buy one. Clothing is next at 58%, with 55% planning a special outing and 52% intending to buy gift cards.

Electronics and personal care products are seeing some of the strongest spending gains this year.

“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, executive vice president of strategy at Prosper Insights & Analytics. “These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.”

Retailers may also benefit from growing interest in experiential and subscription-based gifts. Nearly one-third of consumers (31%) plan to give an experience, and 45% are interested in gifting a subscription box.

The survey highlights consumers’ continued desire to find meaningful gifts. Forty-four percent of shoppers said finding something unique or different is most important, while 34% said creating a special memory is their top priority.

Online shopping remains the top destination for Father’s Day purchases, with 38% of consumers planning to shop online. Department stores follow closely at 37%, while discount stores continue to gain traction, drawing 26% of shoppers, up from 23% last year.

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