For 2026, the National Retail Federation is forecasting Father’s Day spending to reach a record $27.9 billion, up from $24 billion last year.
According to the annual survey released by NRF and Prosper Insights & Analytics, 77% of consumers plan to celebrate Father’s Day this year, in line with previous years. Consumers shopping for the holiday anticipated spending an average of $226.58, up from the previous record of $199.38 set in 2025. Despite economic uncertainty affecting how they allocate cash, the survey indicated that spending is increasing across all demographics, except for shoppers aged 65 and older.
In preparation for the holiday, 45% of consumers polled said they plan to buy a gift for a father or stepfather, followed by a husband at 25%, a son at 13%, a brother at 10%, a friend at 8%, and a grandfather at 7%.
Online remains the top choice for Father’s Day shopping, favored by 38% of consumers, with department stores coming in at 37% and discount stores at 26%, up from 23% in 2025, NRF pointed out.
Greeting cards are once again the most favored Father’s Day gift, cited by 60% of shoppers in the survey. Clothing is next most in demand, a choice for 58%, followed by a special outing for 55% and gift cards for 52%. As in recent years, shoppers remain intent on finding gifts that resonate with dad, with many saying it’s most important to choose something unique or different (44%) or something that creates a special memory (34%). Subscription boxes, of interest to 45% of shoppers, and experiential gifts, attractive to 31%, remain prime Father’s Day gifts.
“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” said NRF chief economist and executive director of research Mark Mathews, in announcing the survey results. “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.”
Phil Rist, Prosper executive vice president of strategy, noted, “While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains. These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.”
