How consumers are celebrating Father’s Day 2021

June 16, 2021 | 3 minute read
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Dad jokes. Landscaping tips. Sports stats. You can always count on dad to be there when you need him most. On his special day, you may want to celebrate him to the fullest but aren’t exactly sure what to do or buy.

For a little inspiration, let’s take a look at what consumers plan to shop for and how they’ll spend Father’s Day this year.

What to expect for Father’s Day 2021

Following a year of social distancing when many people didn’t even get to see their fathers, will this year’s celebrations and gifts cost more than years passed?

The answer is yes. According to Statista, consumers are expected to spend $20.1 billion dollars this Father’s Day, a sharp increase from $17 billion in 2020.

National Retail Foundation’s (NRF) annual Father’s Day survey conducted by Prosper Insight & Analytics estimates that 75% of American consumers plan on celebrating, with an average spend of $174.10 this season.

Oracle Advertising and Customer Experience (CX) also took a quick poll of their internal content contributors asking how they plan to celebrate Father’s Day. The results: Roughly half will be celebrating at home, while the other half plan to venture out to places ranging from the beach to a baseball game.

Consumer spending for Father’s Day 2021

Greeting cards

It can be difficult to sum up the love you have for the fathers in your life, but luckily, there’s a vast selection of greeting cards to help you express your feelings. According to the NRF survey, 59% of consumers will be scanning the card aisle until they find the perfect one.


Who’s dressing dad? This year, he’s getting his wardrobe from his Father’s Day gifts. 49% of NRF survey respondents plan to buy dad clothes, though they might not be spending very much. According to Statista, “U.S. consumers planned to spend, on average, $26.29 on clothing for Father's Day,” which won’t go very far with articles of clothing.

Special Outings

Your parents only ask for your presence as their presents, and 2021 looks like it’s shaping up to be a great year to gift time to your dad.

In the NRF press release for their annual survey, Prosper Vice President of Strategy Phil Rist says, "Consumers are showing they are comfortable with pre-pandemic behaviors and activities, particularly as we head into the summer season. Many are planning to take dad out for a special meal or experience this Father’s Day, which wasn’t an option last year during the shutdowns.”

Gift Cards

If you think it’s hard to shop for the fathers in your life, you’re not alone, and it may very well be why gift cards are such a popular purchase for Father’s Day. In fact, NRF data suggests that 45% of consumers plan on spoiling their fathers, husbands, or sons with a gift card that gives them the freedom to choose their own Father’s Day gifts.

Regardless of what you choose to purchase this year for Father’s Day, know that the special men in your life will be grateful for the time and effort you’ve put into planning a special day in their honor.

Want to see how Oracle can help you gain the insights and agility you need to delight customers at every touchpoint? Explore Oracle Retail.

Erin Ollila

Erin Ollila is a conversion copywriter who believes in the power of words and how a message can inform—and even transform—its intended audience. She helps big brands and small businesses marry strategy, storytelling, and SEO. 

Erin graduated from Fairfield University with an M.F.A. in Creative Writing and lives in southeastern Massachusetts with her family. Reach out to her on Instagram @ErinOllila or learn more about her at

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