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Americans are expected to spend a record $27.9 billion on Father's Day this year, according to the latest survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. This marks a significant increase from last year's $24 billion. Despite economic pressures, the NRF reports that Father’s Day remains a priority for shoppers.
According to the survey, 77% of consumers plan to celebrate Father's Day this year, with an average spending of $226.58 per person, up from $199.38 in 2025. The most popular gifts include greeting cards, clothing, special outings, and gift cards. Greeting cards are the top choice for 60% of shoppers, followed by clothing at 58%, special outings at 55%, and gift cards at 52%.
NRF Chief Economist Mark Mathews stated, "Despite economic pressures, Father’s Day remains just as important to shoppers as in years past." He noted that consumers are adjusting their budgets to accommodate Father's Day spending. Phil Rist, Executive Vice President of Strategy at Prosper, highlighted that electronics and personal care items are seeing the largest gains in spending.
Online shopping remains the most popular method for purchasing gifts, with 38% of consumers opting for it. Department stores follow closely at 37%. The survey also revealed that 31% of consumers plan to give experiential gifts, such as concert or sporting event tickets, and 45% are interested in subscription boxes.
The NRF has been conducting this annual survey since 2003 to track consumer behavior and spending trends for Father’s Day. The 2026 survey included 7,914 U.S. adults and was conducted from April 30 to May 5, with a margin of error of plus or minus 1.1 percentage points.