Consumer Behavior

Father’s Day shopping split even across online, big box, grocers

Photo: Adobe Stock

June 9, 2025

Consumer shopping activity this Father's Day will be nearly split evenly across e-commerce (39%), wholesale big box retailers (38%) and grocery stores (33%).

That's a top finding from a Numerator survey regarding consumer behavior for the holiday. The report also revealed more than half, 62%, will be celebrating.

The survey polled 5,900 consumers.

Additional findings include:

• Gen Z consumers are more likely to give gifts (59% vs. 39% for all celebrators) for Father's Day but less likely to grill or barbecue (12% vs. 28%).
• 91% of Father's Day celebrators plan to purchase something for the holiday, with the top items being food (61%), gifts (55%), alcoholic beverages (21%), and non-alcoholic beverages (14%).
• Among those intending to purchase gifts, the top choices are gift cards (42%), apparel (34%), and tools or home improvement materials (23%).
• Boomers are the most likely generation to say they will purchase gift cards as gifts (54% vs. 42%), while Gen Z is more likely to purchase food or non-alcoholic beverages as gifts (37% vs. 19%).
• A third of shoppers (33%) plan to spend between $50 and $99 on their Father's Day items. 71% said they plan to spend the same as last year.