Numerator, as part of its 2026 Q2 Holiday Preview study, found that Father’s Day shoppers intend to spend about $113 on average, driving $18 billion in sales.
According to the market researcher, 63% of U.S. consumers plan to celebrate Father’s Day this year. Of those, 63% plan to observe the occasion doing so at home, with 29% intending to celebrate at a friend’s or family member’s home and 18% intending to celebrate at a bar or restaurant.
Top plans for the day among celebrators include observing the occasion with a spouse/partner or immediate family (47%), grilling/barbecuing (44%), giving or exchanging gifts (42%) and cooking/baking (30%).
Nine in 10 Father’s Day celebrators intend to purchase something for the holiday with 68% planning to purchase food, 29% to purchase gifts and 28% to purchase alcoholic beverages. As they prepare for the occasion, 58% of Father’s Day shoppers expect to do all or most of their holiday shopping in store, while 17% will do it all or mostly online.
The top choices for gift buyers are apparel (36%), gift cards (34%) and tools or home improvement materials (27%), Numerator pointed out.
As they consider the bigger financial picture, 42% of Father’s Day shoppers told Numerator they expect rising prices to have a moderate or significant impact on their holiday shopping.
