Should Dads Be Getting More Retail Love on Father’s Day?

When 500 American dads were asked what they’d like to receive as a gift for Father’s Day, a recent YouGov survey showed the greatest proportion, 32%, did not want to receive any gifts at all.

In comparison, “no presents” ranked #11 in a YouGov survey of American moms.

The findings come as NRF’s Father’s Day survey projected that spending around the day will reach $22.4 billion this year, only slightly below last year’s record. Yet NRF’s estimate puts spending around the day 33.1% lower than the $33.5 billion projected for this past Mother’s Day.

The new YouGov survey found dads looking for experiences. Next to not wanting a gift, the second most popular option (more than one answer could be selected) was to be taken out for drinks or a meal, 19%.

The desire for material gifts ranked lower. Alcohol was cited by 11% of dads as a welcome gift option for Father’s Day; a personalized or handmade gift, 10%; tools/gear/equipment (DIY, cooking, sports, etc.), 9%; a gadget or device, also 9%; and clothing/accessories, 7%. Higher up on the list, 17% were open to receiving a gift card.

When asked which of the following activities they’d like to do on Father’s Day, the top three answers were spend time with my children, 58%; enjoy a meal at home, 42%; and go out to eat and drink, 30%.

NRF’s survey of Father’s Day shoppers found the top five most popular gifts for Father’s Day to be greeting cards, cited by 58%; clothing, 54%; special outing, 52%; gift cards, 48%; and personal care items, 31%. Additionally, 27% of shoppers planned to gift their fathers an experience, such as tickets to a sporting event or concert.

NRF separately explored the differences in how men and women approach shopping for Father’s Day. The findings included:

• 44% of women prioritize finding a Father’s Day gift that creates a special memory, compared to only 35% of men.
• 29% of men consider convenience the most important factor in choosing a gift, whereas only 20% of women share this view.

Still, NRF found several emerging categories that could replace the traditional tie and dress shirt Father’s Day purchase of yore. For example, the 31% planning to gift dad a personal care item, such as beard and hair oil or shaving kits, this year, is up from 21% in 2019. Home improvement, car accessories, tools and sporting goods, and leisure items categories have also seen a climb in popularity as Father’s Day gifts since 2019.

According to NRF, Harley Finkelstein, president of Shopify, said that data on sales from Shopify merchants in May shows Father’s Day shoppers are “gravitating towards gifts based on the recipient’s hobbies and passions. This might include upgrading their grilling set up or gifting dad some new gear for his favorite outdoor activities like golf, tennis, cycling, fishing or gardening.”