US shoppers are set to spend a record $27.9 billion on Father’s Day in 2026, up from $24.0 billion last year, the National Retail Federation forecasts. Some 77% of consumers plan to celebrate, and average spend is projected at $226.58, above the $199.38 record set in 2025.
Online remains the top channel at 38%, ahead of department stores at 37% and discounters at 26%, up from 23%. Greeting cards top the gift list at 60%, followed by clothing at 58%, special outings at 55% and gift cards at 52%. Subscription boxes appeal to 45% of shoppers and experiences to 31%. NRF chief economist Mark Mathews said consumers are trimming other spending to afford the occasion, while Prosper’s Phil Rist noted the largest gains were in electronics and personal care.
Why it matters for the pet industry
Father’s Day proves discretionary gifting stays resilient even under uncertainty, and the 45% appetite for subscription boxes mirrors the fast-growing pet treat, toy and supplement box channel that DTC pet brands can extend to human-occasion gifting.
The strongest category gains in personal care also point to pet grooming and wellness as durable spend. Pet retailers should position giftable grooming kits, treat boxes and experiences, training sessions and pet photography, for the 55% who buy outings, borrowing the subscription-box habit that already reaches nearly half of shoppers.
What to watch
- Subscription-box penetration beyond 45% as pet treat and toy boxes ride the gifting habit.
- Personal-care and grooming spend trends that signal pet wellness demand this year.
- Discounter share of gifting rising from 26% and its effect on pet gift pricing.
FAQ
How much is Father’s Day spending expected to reach?
The National Retail Federation forecasts a record $27.9 billion of Father’s Day spending in 2026, up from $24.0 billion. Average spend is projected at $226.58 versus the $199.38 record set in 2025, with 77% of consumers planning to celebrate.
What does subscription-box appeal mean for pet brands?
Subscription boxes appeal to 45% of Father’s Day shoppers, mirroring the fast-growing pet treat, toy and supplement box channel that DTC pet brands can extend to human-occasion gifting. The strongest gains in personal care also point to pet grooming and wellness.
Which pet gift formats should retailers push this year?
Pet retailers should position giftable grooming kits, treat boxes and experiences such as training sessions and pet photography for the 55% of shoppers buying special outings. Watch discounter share, up from 23% to 26%, for its effect on pet gift pricing.
Source intelligence adapted for the GlobalPetIndex pet-industry audience. Original publication: external brief.
