Consumer Behavior

Father’s Day spent to hit $22.4B

Photo: Adobe Stock

June 14, 2024

Father's Day spending is projected to hit $22.4 billion this year, according to a survey from the National Retail Federation and Prosper Insights & Analytics.

The figure would be the second highest in the survey's history and on par with 2023, according to a press release on the findings.

Half of consumers plan to purchase a gift for a father or stepfather, followed by those purchasing gifts for a husband (26%), son (10%), brother (8%), friend (8%) or grandfather (6%).

Greeting cards remain the most popular Father's Day gifts, with 58% of shoppers planning to purchase one, followed by clothing (54%), a special outing (52%), gift cards (48%) and personal care items (31%).

Online continues to be the most popular shopping destination for Father's Day gifts at 42%, in line with 43% last year. Other popular choices include department stores (38%), discount stores (24%), specialty stores (22%) and local/small businesses (19%).