Father's Day spending in 2026 is projected to reach a record $27.9B, with consumers focusing on unique gifts, experiences and practical items.
“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” said Mark Mathews, NRF’s 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. ”Why Fashion Companies Like Levi's Are Pushing for a 15‑Year AGOA Extension Similar to years past, 77 percent of consumers said they plan on celebrating the Father’s Day holiday this year and will spend an average of $226.58, up from the previous record of $199.38 in 2025.
Forty-five percent of consumers plan to buy a gift for a father or stepfather, followed by a husband at 25 percent; son, 13 percent; brother, 10 percent; friend, 8 percent, and grandfather, 7 percent.
“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 for NRF. “These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.
” According to the shoppers surveyed, 44 percent said it was most important to find a unique or different gift, while 34 percent aimed toward one that creates a special memory. As a result, subscription boxes and experiential gifts remain popular with nearly one-third of consumers saying they plan to give an experience, while 45 percent were considering a subscription box.
As far as shopping destinations, online continues to be the most popular at 38 percent followed by department stores at 37 percent. And this year, 26 percent of shoppers said they plan to visit a discounter, up from 23 percent last year. of 7,914 consumers was conducted from April 30 to May 6 and has a margin of error of plus or minus 1.1 percentage points. Father’s Day is June 21.
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