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Father’s Day spending is expected to reach a record $27.9 billion this year, according to the National Retail Federation and Prosper Insights & Analytics, an increase from the previous record of $24 billion set in 2025.
“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” says Mark Mathews, NRF 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.”
Similar to previous years, 77% of consumers plan to celebrate Father’s Day this year. Consumers are expected to spend $226.58, up from the previous record of $199.38 in 2025. 45% of consumers plan to buy a gift for a father or stepfather, followed by a husband (25%), son (13%), brother (10%), friend (8%) and grandfather (7%).
As in past years, greeting cards (60%) are the most popular gift for Father’s Day, followed by clothing (58%), a special outing (55%) and gift cards (52%).
“While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains,” says Phil Rist, executive vice president of strategy. “These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.”
Online remains the most popular holiday shopping destination at 38%, followed closely by department stores at 37%. Meanwhile, 26% of shoppers plan to visit a discount store, up from 23% in 2025.
