Father’s Day spending is forecast to reach £1.3bn in 2026, representing year-on-year growth of 3%, according to Savvy’s latest Shopper Panel research. While spending is still expected to increase, Father’s Day is set to deliver the slowest growth rate of any major retail calendar event so far this year, reflecting ongoing pressure on household finances and weaker consumer confidence.
The softer growth outlook reflects a significant decline in consumer confidence in recent months. In addition, Father’s Day retail activity will be competing for shoppers’ attention with the ongoing FIFA World Cup, which is dominating both retail media coverage and in-store promotions.
However for retailers, the World Cup could provide an unexpected boost to Father’s Day spending. With matches taking place later in the day, celebrations may extend beyond the traditional lunch occasion and into the evening, creating additional opportunities for food and drink purchases as families gather to watch the football together.
At-home celebrations drive Father’s Day spending
Savvy’s research suggests that shoppers are increasingly choosing to celebrate Father’s Day at home, continuing a trend seen across other key seasonal events this year as rising hospitality costs discourage dining out.
Among those planning to celebrate:
- 71% intend to have a meal at home
- 53% will look for limited-edition or exclusive food and drink products
- 51% plan to purchase more premium food and drink items for the occasion
Food and non-alcoholic drinks lead event performance
Spending patterns are also shifting across product categories.
Savvy’s analysis indicates that clothing, cosmetics and aftershave are all expected to see declines in spending compared with last year. In contrast, non-alcoholic drinks are set to be among the strongest-performing categories, benefiting from continued product innovation and growing consumer interest in alcohol-free alternatives.
Meanwhile, spending on food and alcoholic drinks for at-home celebrations is expected to remain broadly flat compared with 2025.
Amazon and supermarkets lead Father’s Day gift inspiration
When it comes to gift discovery, shoppers are drawing inspiration from both digital and physical retail channels.
Amazon has emerged as the leading source of Father’s Day inspiration, used by 50% of shoppers planning to celebrate. Supermarket stores follow closely behind, with 48% citing them as a source of ideas.
AI and social media are reshaping the path to purchase
Artificial intelligence is becoming an increasingly influential part of the shopping journey.
According to the research:
- 50% agree that AI makes it easier to find Father’s Day inspiration
- 45% expect to use AI tools to generate gift ideas
Social media also continues to play a significant role in shaping purchasing decisions:
- 46% have already seen Father’s Day gift ideas on social platforms
- 48% are likely to purchase something discovered through their social media feed
- 44% are influenced by short-form video content such as TikTok
These figures highlight the growing importance of digital discovery channels and suggest that brands and retailers need to navigate an increasingly complex path-to-purchase, where inspiration can quickly translate into conversion. Traditional supermarket “one-stop shops” are no longer the default starting point for many shoppers.
What gifts will fathers receive this year?
Traditional gifts remain the most popular choices for Father’s Day 2026.
The most commonly purchased items are expected to be:
- Cards – 50%
- Chocolates – 33%
- Clothes – 28%
- Beer – 25%
- Wine – 18%
- Aftershave – 16%
- Homemade gifts – 16%
- Gadgets and electrical products – 14%
Read coverage of our Father’s Day research in The Grocer
If you’re interested to hear more about this research, please get in touch.