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Father's Day spending expected to reach $23B, paced by ecommerce

Father's Day is expected to break records, according to NRF and Prosper Insights.

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Consumer spending is expected to break records this Father’s Day, according to new data.

A forecast from the National Retail Federation and Prosper Insights & Analytics shows the following:

Father’s Day spending is expected to total $22.9 billion.

That would be an increase above the $20 billion spent in 2022, and would break the record of $20.1 billion that was recorded in 2021.

Three-quarters of consumers are planning to celebrate Father’s Day this year.

Average spending per person is expected to reach $196.23. That’s up from $171.79 last year and above the record of $174.10 spent in 2021.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” said NRF President and CEO Matthew Shay, in a statement. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

Here are a few more key data points from the forecast:

Ecommerce for dad: Online is the biggest shopping destination for Father’s Day gifts, as 43% of consumers are turning to ecommerce. That’s up from 40% last year. Meanwhile, 38% will shop at department stores, up from 34% in 2022.

In the box: The survey showed 42% of consumers are interested in giving a subscription box as a gift. That’s up from 37% last year, and amounts to the highest interest since NRF began tracking the gift option in 2019.

Top demographic: People in the 35-44 age group are the “big spenders,” said Prosper Executive Vice President of Strategy Phil Rist. They’re expected to outspend other consumers by $100. The 45-54 age group is expected to see the biggest increase, with $57.04 spent.

Top gifts include clothing (55% plan to buy), a special outing like dinner or brunch (52%), gift cards (48%) and personal care items (32%).

The gift of time together: Nearly one-third plan to give a gift of experience, such as tickets to a sporting event or concert. That’s up 25% from last year, and the highest share since NRF began asking the question in 2016.

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