Father's Day spending to hit GBP £1.12 billion despite fewer shoppers

Fewer Britons plan to celebrate Father's Day in 2025, but overall spending on gifts is forecast to reach GBP £1.12 billion due to rising prices.

According to figures from gifting marketplace Flowwow, only 45% of UK consumers intend to mark Father's Day this year, a decrease of 1.5 percentage points from 2024. Nonetheless, the average amount spent on gifts is expected to increase by 1.8%, as inflation drives up prices across popular categories.

The data shows that while participation is falling, those who do buy gifts are spending more out of necessity. Price rises are notable in categories such as alcohol (4.2%), electronics (3.5%), and accessories (3.8%). As a result, households typically purchase fewer items that are more practical and aimed at value for money.

Recent trends reflect the effects of falling real household income, which has declined for three consecutive quarters, and ongoing consumer uncertainty. Many shoppers now focus on essentials, with 60% of respondents planning to spend up to GBP £45, and 55% restricting budgets to less than GBP £30. Despite the reduced level of participation, Father's Day spending is projected to reach GBP £1,123 million in 2025, demonstrating steady demand for the occasion.

For comparison, Mother's Day expenditure in the UK surpassed GBP £2.4 billion this year, with participation exceeding 55%, a 5% rise year-on-year and nearly a 3 percentage point increase from last year. Retailers are responding by expanding their selection of emotionally driven and budget-friendly products ahead of key gifting dates.

Gift trends

Consumer preferences for Father's Day gifts in the UK this year include experience-based outings (30–35%), tech gadgets (20%), and shop-bought cards (30%). There is growing interest in personalised (15%) and sentimental gifts (17%). However, fathers commonly receive alcohol (31%), clothing (22%), and chocolate (21%), with handmade and monogrammed items received by 13% and 4% of recipients, respectively.

Women, particularly daughters and partners, account for the majority of Father's Day gift purchases. People aged 25–44 are the group most likely to engage and respond to curated and straightforward shopping experiences. Flowwow reports a 12% year-on-year rise in picnic hampers and chocolate-covered strawberries, gifts often chosen for shared moments and quality time.

"Ongoing economic pressure is subtly reshaping how people approach gifting," says Slava Bogdan, CEO of Flowwow. "When budgets are more carefully managed, people don't stop giving — they simply give differently. We're seeing a clear shift toward fewer, but more thoughtful and emotionally resonant gifts. Experiences shared with loved ones, personalised items, or small indulgences like picnic sets and chocolate-covered strawberries are replacing more traditional, transactional gifts. These choices reflect a deeper desire for connection, not just consumption. For retailers, this means emotional value is now just as important as price."

Shopping motivations

Many consumers find selecting a Father's Day present emotionally challenging, with 40% reporting a lack of inspiration and confidence in their decisions. This places greater demand on retailers to provide segmented selections and easy-to-shop bundles. Businesses are responding with improved personalised shopping tools, visual merchandising and AI-powered recommendations, as some men report downplaying the holiday's significance.

Changing habits

Last-minute shopping habits remain prevalent, with approximately 35% of gifts purchased at the last minute, and almost a quarter of shoppers making purchases during the week leading up to Father's Day. Over 40% of these transactions take place online, underscoring the growing demand for digital solutions and convenience.

Sustainability is increasingly important to British shoppers, with nearly 69% considering it at least somewhat significant when choosing gifts. This shift is driving interest in local, handmade and small-batch items that prioritise personal meaning over brand reputation.

Experience-based gifts are receiving greater attention, with Google Trends data pointing to a 210% global increase in searches for "Father's Day experience gifts" since April 2025. This supports a move towards presents based on activities, shared time, and lasting memories.

Social media continues to play a major role in the shopping process, with 76% of consumers planning to use social platforms for their purchases in 2025. Platforms such as TikTok, Instagram and Pinterest are used by shoppers seeking inspiration, product reviews, and direct purchasing options, especially within younger demographics.

The use of artificial intelligence is also reshaping gift discovery. Flowwow notes a growing number of younger shoppers using AI chatbots and digital assistants to select, compare and personalise gifts. According to a Talkdesk survey, 24% of users found that AI helped them choose better gifts, while 61% reported reduced anxiety, leading to higher satisfaction and fewer returns. Features now include shoppable cards with images, details and direct links.