Father’s Day sales surge as families reunite

Alastair Lockhart

Thu 17th Jun 2021


According to Savvy’s latest research, Father’s Day sales are expected to increase by a substantial 30% (at a market size of £951m) in 2021 compared to last year.

With the majority of older Father’s now vaccinated, many families are planning to get together for Father’s Day. Unsurprisingly supermarkets can expect bumper Father’s Day food sales of £163m. Sales of both alcoholic and non-alcoholic drinks for Father’s Day are also set to be record breakers.

What gifts can Father’s expect?

In addition to family get togethers and a meal, top presents for 2021 are beer (32%), chocolates (29%) and clothing (27%). Only 15% are due to receive a pair of socks this year.

How are buying behaviours changing?

We can see from the research how lockdowns have changed our shopping behaviours.

As we’ve seen with other events like Mother’s Day, online continues to surge, with 72% of Father’s Day shoppers planning buy online. 65% are planning to buy gifts from smaller or local retailers – continuing a trend we’ve seen throughout the past year.

Perhaps one of the most interesting findings is that Amazon has taken over supermarkets as the biggest source of gift inspiration, with 62% of Father’s Day gifters turning to the online retailer for ideas. This compares to 55% for supermarkets and 38% for Google.

Sustainability is high on the shopper agenda, with 60% looking to buy sustainable gifts where possible. We also see the on-going trend towards personalised gifts growing (among 48% of Father’s Day gifters).

These findings are highlights from the Savvy Shopper Panel. If you’d like to know more about this research or how Savvy helps brands and retailers activate calendar events, please get in touch.