Father’s Day Spending Expected To Set New Mark At $27.9B.

Americans are expected to spend a record $27.9 billion on Father’s Day this year, surpassing last year’s record of $24 billion, according to a new survey from the National Retail Federation and Prosper Insights & Analytics.

The survey found that 77% of consumers plan to celebrate Father’s Day, unchanged from recent years, while average spending is projected to rise to $226.58 per person, up from $199.38 in 2025. The increase comes despite continued economic uncertainty and pressure on household budgets.

“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 says in a news release. “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.”

Forty-five percent of consumers said they plan to buy gifts for a father or stepfather, while 25% will shop 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 shoppers planning to purchase one. Clothing follows at 58%, while 55% intend to treat dads to a special outing and 52% plan to give gift cards.

“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.”

The survey also found continued interest in experiential gifts and subscription services. Nearly one-third of consumers said they plan to give an experience, such as event tickets or an outing, while 45% expressed interest in purchasing a subscription box.

When choosing gifts, 44% of shoppers said finding something unique or different is most important, while 34% said they prioritize gifts that create special memories.

Online shopping remains the leading destination for Father’s Day purchases, cited by 38% of consumers, with department stores at 37%. Discount stores are expected to attract 26% of shoppers, up from 23% a year ago.

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