Physical Retail Poised To Capture Majority Of Father’s Day Gift Purchases.

Experiences and subscription services are becoming increasingly important parts of Father’s Day spending, but consumers continue to favor traditional gifts and in-store shopping, according to new research from PwC.

The survey, Chain Store Age reports, finds that 70% of consumers believe fathers prefer experiences and quality time over traditional gifts, with 51% planning to purchase experiences as part of their Father’s Day celebrations. Subscription gifts are also gaining traction, with 45% of consumers planning to buy at least one. The most popular categories include food and beverage subscriptions (22%), followed by video streaming and gaming subscriptions (16% each).

Despite growing interest in experiences, physical gifts remain central to Father’s Day spending. Nearly three-quarters (72%) said they plan to give items such as clothing and shoes, spending an average of $93. Fifty-four percent expect to shop in stores, while 45% plan to make purchases online. According to PwC’s research, Generation X is the most likely group to shop in person, with 60% planning store visits, while Generation Z leads social media-based shopping at 36%.

Food also plays a significant role in holiday celebrations. The survey found that 69% of consumers intend to spend money on dining out or special meals for Father’s Day, with average spending of $60.

Consumers expect to spend an average of $93 on physical gifts and $46 on experiences for Father’s Day. By comparison, PwC said consumers planned to spend an average of $124 on physical gifts and $141 on experiences for Mother’s Day.

The survey also says that 56% of consumers plan to celebrate Father’s Day this year vs. 71% who said they planned to celebrate Mother’s Day. Meanwhile, 28% expect to purchase gifts for themselves on Father’s Day, up from 23% who planned to self-gift for Mother’s Day.

Technology is also influencing holiday shopping. Eighteen percent of consumers, PwC found, report using artificial intelligence tools to research Father’s Day gifts, including 27% of Generation Z respondents and 28% of millennials.

When seeking gift ideas, consumers most often turn to friends and family, cited by 36% of respondents. Physical stores were a source of inspiration for 35%, followed by mass retailers at 32% and social media at 27%.

“Father’s Day 2026 reflects an evolving holiday,” noted PwC. “While consumers spend less around Father’s Day than Mother’s Day, younger generations are reshaping the holiday through increased spending, subscriptions, and digitally influenced shopping behaviors. For retailers and brands, the opportunity lies in meeting consumers where Father’s Day is heading: more experience-driven, more personalized, and increasingly tied to recurring, digital forms of consumption.”