The survey shows growing demand for personalised, experience-based gifts, with higher spending and online shopping leading. / Credit: Prostock-studio via Shutterstock
Americans are set to spend a record $24bn on Father’s Day in 2025, according to new data from the National Retail Federation.
Spending on Father’s Day gifts is forecast to reach an all-time high of $24bn in the United States this year, according to findings from the National Retail Federation (NRF) and Prosper Insights & Analytics.
The projected figure marks a significant increase from $22.4bn in 2023 and surpasses the previous record of $22.9bn set the same year.
The annual survey, which highlights consumer behaviour around the popular June celebration, shows that 76% of Americans plan to take part in Father’s Day festivities.
Average spending is expected to rise to $199.38 per person, nearly $10 more than last year. Those aged between 35 and 44 are predicted to be the highest spenders, averaging $278.90 each.
Gift preferences shift toward personal and memorable experiences
The study found a growing preference for unique Father’s Day gifts that carry emotional or personal value. Nearly half of respondents (46%) said they seek gifts that are “unique or different,” while 37% prioritise presents that create lasting memories.
Popular gift choices include greeting cards (58%), clothing (55%), and special outings (53%). Gift cards remain in high demand, with half of all shoppers planning to purchase one.
Experiential gifts and subscription boxes are seeing a steady rise in interest. Around 30% of consumers say they will opt for experiences such as events or activities, up from 23% in 2019.
Subscription boxes, offering recurring deliveries of curated items, have also increased in popularity, with 43% planning to give them this year compared to 34% five years ago.
Online shopping remains top choice for Father’s Day buyers
Online shopping continues to be the preferred method for many consumers, with 41% indicating they plan to make their Father’s Day purchases digitally.
Department stores follow at 35%, with discount retailers (23%), specialty shops (22%), and local businesses (19%) also attracting customers.
Retailers are expected to respond to demand with a range of personalised gift options and flexible purchasing methods.
While digital platforms lead in convenience, in-store shopping still plays a notable role in consumer choice, especially among those looking for tangible, last-minute items.
Consumer spending trends reflect wider economic confidence
The survey results suggest a positive outlook for discretionary spending, particularly around family-oriented holidays. The increased spending among middle-aged consumers reflects a willingness to invest in meaningful celebrations and thoughtful gifting.
Conducted between May 1 and May 7, the survey gathered responses from 8,225 adults and carries a margin of error of plus or minus 1.1 percentage points.
The NRF continues to monitor holiday-related consumer behaviour as part of its broader retail industry analysis.
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About NRF
The National Retail Federation, the world’s largest retail trade association, passionately advocates for the people, brands, policies, and ideas that help retail thrive. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $3.9 trillion to annual GDP and supporting one in four U.S. jobs – 52 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
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