Consumer Behavior

Father’s Day spend projected to hit record breaker

Adobe Stock

June 15, 2026

Summarize with

Father's Day spending is projected to hit $27.9 billion this year, according to an annual survey from the National Retail Federation which was conducted by Prosper Insights & Analytics.

The projection marks an increase from the previous record of $24 billion set last year, according to a press release.

"Despite economic pressures, Father's Day remains just as important to shoppers as in years past," NRF Chief Economist and Executive Director of Research Mark Mathews said in the release. "In order to make the holiday fit their budgets, shoppers are pulling back in other spending areas. Retailers continue to meet consumer needs by offering items at affordable prices."

In line with previous years, 77% of consumers plan to celebrate Father's Day this year. On average, consumers expect to spend $226.58, up from the previous record of $199.38 in 2025. Despite ongoing economic uncertainty, spending has increased across all categories, with the exception of shoppers ages 65 and older.

"While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains," Executive Vice President of Strategy Phil Rist said in the release. "These items reflect consumers' focus on giving dad practical and popular gifts, especially products that help make his life easier."

Online remains the most popular holiday shopping destination at 38%, followed closely by department stores at 37%. Meanwhile, 26% of shoppers plan to visit a discount store, up from 23% in 2025.