Father’s Day 2025 is on track to continue the upward momentum seen across retail calendar events, with spending expected to reach £1.3bn – a 9% uplift on last year. This growth reinforces our view that, even against a challenging economic backdrop, UK shoppers remain highly engaged with key seasonal moments as they seek to make the most of meaningful time with friends and family.
According to the latest Savvy Shopper Panel research, 51% of UK shoppers plan to celebrate Father’s Day this year, with that figure rising significantly among families – 80% among those with young children, and 74% for those with older children.
Top categories and trading-up trends
Clothing, beauty and chocolate are set to be the standout product categories this year. Non-alcoholic drinks are also emerging as a growth area, reflecting broader health and wellness trends – and the growing popularity of low and no alcohol alternatives from beer and spirits brands.
Many shoppers are approaching the event with an appetite to spend more. Just over half (55%) of those planning to celebrate say they tend to trade up to buy more expensive food and drinks for Father’s Day, while 46% expect to spend more this year than they did in 2024. Personalisation and sustainability also continue to resonate – 53% of Father’s Day shoppers plan to buy a personalised gift, and 61% are looking for sustainable options.
A clear opportunity to inspire
Despite growing participation and spend, 68% of those planning to get involved say that Father’s Day products in shops are boring and lack inspiration. The same proportion say they would spend more if better gifts were available.
It’s encouraging to see signs that this gap is beginning to be addressed. This year, Savvy observed a marked increase in Father’s Day-focused in-store activation – with Sainsbury’s in particular dialling up its retail theatre, through branded in-store media and messaging around the event.
The role of digital and social in influencing purchases
Online remains a key channel, with 64% of shoppers planning to shop for Father’s Day gifts using digital channels. Social media is playing a growing role in discovery and decision-making: 46% have already seen Father’s Day gift ideas in their feeds, and 42% say they’re likely to buy something they’ve seen there. While short-form video content influences a smaller segment (36%), it rises to 63% among 18-34s.
AI inspiration
The explosion of AI can be seen in the statistics too, with 39% expecting to use AI to get gift inspiration this year – reaching 66% among 18-34s. The role of AI has already increased substantially this year, and we expect will only become more important. Forward thinking brands and retailer are already thinking about how they show up and inspire in shoppers’ AI journeys.
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