Spending on Father’s Day gifts in the United States is expected to hit a record high of \$24 billion this year, according to a recent survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. This amount surpasses last year’s \$22.4 billion and beats the previous record of \$22.9 billion set in 2023.
The survey shows that 76% of Americans plan to celebrate Father’s Day this June. On average, consumers are predicted to spend \$199.38 per person—almost \$10 more than last year. People aged 35 to 44 are expected to spend the most, with an average of \$278.90 each.
There is a noticeable shift in gift preferences toward more personal and meaningful items. Nearly half of respondents (46%) said they look for gifts that are “unique or different,” while 37% prioritize gifts that create lasting memories. Popular choices include greeting cards (58%), clothing (55%), and special outings (53%). Gift cards remain popular, with half of shoppers planning to buy one.
Experiential gifts such as event tickets and activities are becoming more popular, with 30% of consumers opting for these compared to 23% in 2019. Subscription boxes, which deliver curated items regularly, are also rising in demand—43% plan to give them this year, up from 34% five years ago.
Online shopping remains the top choice for Father’s Day purchases, with 41% of buyers planning to shop digitally. Department stores follow at 35%, while discount retailers (23%), specialty shops (22%), and local businesses (19%) also attract shoppers. Retailers are expected to meet demand by offering personalized gifts and flexible buying options.
Although online shopping leads in convenience, many consumers still prefer in-store shopping, especially for last-minute or tangible gifts.
The survey reflects broader economic confidence, especially among middle-aged consumers willing to spend more on meaningful celebrations. The study was conducted from May 1 to May 7, with responses from 8,225 adults and a margin of error of 1.1 percentage points.
The NRF continues to track consumer behavior during holidays as part of its retail industry analysis.
