New data from Checkout reveals changes in British spending habits ahead of Father’s Day 2025. Purchases of books, golf equipment, clothing, and subscriptions all saw significant increases, while spending on alcoholic gifts dropped sharply.
Between early May and early June 2025, sales of books rose by 29 percent, and golf-related purchases increased by 14 percent. Subscriptions and clothing also grew by 8 percent and 10 percent respectively. Online clothing stores experienced a 10 percent rise in average purchase value, indicating shoppers were spending more on clothes as gifts.
In contrast, spending on beer and wine fell by 38 percent in early June compared to May. This decline suggests that alcohol was less popular as a Father’s Day gift, reflecting a growing focus on health and wellness. Many consumers appeared to prefer gifts related to personal hobbies over traditional alcohol presents.
This trend differs from Mother’s Day spending earlier this year, which centered on classic gifts like flowers and jewelry. During Mother’s Day weekend, flower sales surged by 342 percent compared to the previous weekend, underlining the holiday’s importance for florists.
Rory O’Neill, Chief Marketing Officer at Checkout.com, highlighted the economic impact of Father’s Day and noted the shift in spending toward hobby-related categories. He said that retailers can use such data to better understand consumer interests and create more meaningful connections with customers, moving beyond discounts to focus on relevant shopping experiences.
