How many consumers will celebrate Father’s Day?

New data reveals Father’s Day plans for U.S. consumers.

According to a sentiment survey of nearly 2,650 consumers regarding their celebration, shopping and spending plans for the second quarter of 2023 from Numerator, eight in 10 (79%) respondents plan to celebrate Father’s Day this year. Among respondents intending to purchase gifts, the top choices are gift cards (35%), apparel (32%), and tools or home improvement materials (27%).

Top items on respondent Father’s Day shopping lists include food (64%), gifts (57%) alcoholic beverages (27%), and non-alcoholic beverages (17%).

Inflation impacts Father’s Day spending

Depsite high intent to make Father’s Day purchases, about one-third  (32%) of respondents expect inflation to impact their holiday celebrations and shopping. To save money, respondents say they will buy items on sale (42%), use more coupons (23%), and prepare budget-friendly foods (22%). 

Other notable findings

• Top Father’s Day plans include grilling or barbecuing (42%), cooking / baking (34%), and going out for food / drinks (27%).
• Among respondents planning to buy alcohol for Father’s Day, the top choices are beer 61% planning to buy), spirits (37%), and wine (33%).
• Slightly more than half (51%) of respondents identifying as dads or father figures said they would like to celebrate with quality time with family, and 46% would like to share a meal. 

Survey: Father’s Day poised for record spending

Consumers will collectively spend a record-high $22.9 billion to celebrate Father’s Day this year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. Total expected spending for the holiday is up from last year’s $20 billion and exceeds the previous record of $20.1 billion in 2021. (By comparison,  the NRF/Prosper survey for Mother’s Day estimated a total spend of $35.7 billion.)

Three-quarters of consumers plan to celebrate Father’s Day this year, which is on par with participation in recent years. Consumers expect to spend a record $196.23 on average, up from $171.79 last year and exceeding the previous record of $174.10 in 2021.

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Online remains consumers’ primary shopping destination for Father’s Day, with 43% shopping online, up from 40% last year. This is followed by 38% shopping at department stores, up from 34% last year. Other popular destinations are discount stores (24%) and specialty stores (22%).