Retailers will be busy in the weeks leading up to Father’s Day as consumers are expected to spend a record amount on gifts for dad.
A survey of shoppers from the National Retail Federation (NRF) conducted by Prosper Insight & Analytics found that more than $20.1 billion will be spent on Father’s Day-related gifts. That total spend will surpass last year’s record figure of $17 billion.
“Americans are looking forward to celebrating their fathers, husbands and sons this Father’s Day,” said Matthew Shay, president and CEO of the NRF. “With our nation now making significant strides toward recovery and reopening, retailers are prepared to help customers safely find items they want and need to make this year’s holiday celebration extra meaningful.”
The number of Americans (75%) who plan to celebrate the fathers, husbands and other paternal figures in their life this Father’s Day is consistent with previous years. Of those celebrating, half plan to buy gifts for their own dad, a quarter plan to buy for a husband and 1 in 10 plan to buy for a son.
On the spending side, consumers said they plan to spend an average of $174 on Father’s Day items, an increase of $26 above 2020. About half (47%) of the increase comes from spending more on special outings, clothing and consumer electronics.
The top gifts shoppers plan to purchase for Father’s Day are greeting cards (59%), clothing (49%), a special outing such as dinner or brunch (46%), gift cards (45%) and personal care items (28%). The number of consumers planning a special outing is back up to pre-pandemic levels.
“Consumers are showing they are comfortable with pre-pandemic behaviors and activities, particularly as we head into the summer season,” said Phil Rist, vice president of Strategy for Prosper Insight & Analytics. “Many are planning to take dad out for a special meal or experience this Father’s Day, which wasn’t an option last year during the shutdowns.”
Dad’s loved ones will look for gifts at a variety of locations, including online (40%), department stores (33%) and specialty stores (22%). While those shopping online, whether through their smartphone or computer, to purchase gifts is down slightly from 2020, it remains above pre-pandemic figures.
The survey of 7,971 consumers was conducted May 3-11 and has a margin of error of plus or minus 1.1 percentage points.