British shoppers plan to spend more on Father's Day

British shoppers plan to spend an average of £54.38 on Father's Day gifts and cards, according to research from MyVoucherCodes. That is £14.63 more than the average planned spend for Mother's Day.

The survey of 2,000 adults with a father or stepfather found that alcohol and food were the most popular Father's Day gift choices, each selected by 27% of respondents. Gift cards followed at 24%, suggesting a preference for practical or consumable presents over traditional keepsakes.

The findings offer a snapshot of seasonal spending at a time when household budgets remain under pressure. Even so, consumers appear willing to spend more on Father's Day than they did on Mother's Day earlier this year.

Gift choices

Alongside average spending, the research examined the gifts people were most and least likely to buy. Jewellery was the least appealing option for dads, with 17% naming it their least preferred gift.

When asked what they would buy if money were no object, 28% chose a holiday home for their dad. It was the survey's most ambitious aspiration and stood in sharp contrast to the more modest purchases most expect to make.

The comparison with Mother's Day is a key part of the findings. MyVoucherCodes previously found that consumers planned to spend an average of £39.75 on Mother's Day, putting Father's Day ahead by nearly £15.

The gap may reflect the types of gifts people associate with each occasion. Food, drink and gift cards can quickly add to the total, especially when combined with cards or small extras.

"It's fascinating to see such a clear shift in spending habits between Mother's Day and Father's Day this year. The data suggests that shoppers are prioritising experiences and consumable gifts for dads, which may feel more personal or practical. At the same time, the dream of gifting something as significant as a holiday home shows just how much people value celebrating their fathers when money isn't a limitation," Sarah-Jane Outten, Shopping Expert at MyVoucherCodes, said.

Spending backdrop

The poll was conducted online among 2,000 adults with a father or stepfather. It suggests that calendar-driven retail occasions continue to play an important role in spending on gifts, cards and small celebrations.

Retailers selling food, drink and vouchers are likely to benefit from the preferences highlighted in the survey. The popularity of gift cards also suggests that flexibility remains important for buyers who may be unsure what to choose but still want to mark the occasion.

The higher expected spending on Father's Day may also indicate how gift-buying shifts depending on the recipient. While the survey does not break spending down by age or income, it indicates that consumers are making distinct choices rather than applying a fixed budget to both events.

MyVoucherCodes operates in the UK discount and voucher market, working with retailers across categories including fashion, beauty, restaurants and electrical goods. It says it has around five million consumer members and works with more than 2,500 retailers.

The clearest finding, however, is the difference in average planned spend between the two occasions. At £54.38 for Father's Day, compared with £39.75 for Mother's Day, the data suggests dads are set to claim a larger share of gift budgets this year.