Rising prices are reshaping the way Brits gift, especially for Father’s Day. Flowwow, a global gifting marketplace, reports that only 45% of UK consumers plan to celebrate it in 2025. Moreover, there is a 1.5 percentage point drop from last year, even as average gift spending is projected to rise by 1.8%. This paradox reflects the ongoing inflationary pressure across key gifting categories, prompting consumers to spend more on a smaller selection of practical and cost-conscious items.
While overall participation is down, those still marking the occasion are spending more — not out of generosity, but necessity. With inflation pushing up prices in categories like alcohol (+4.2%), electronics (+3.5%), and accessories (+3.8%), many consumers are paying more for fewer, more practical items. As a result, shoppers are spending more even when buying fewer items. With real household income falling for three consecutive quarters in 2025 and confidence still low, consumers are buying fewer, more practical gifts.
Father’s Day spending in 2025 remains stable even though fewer people are taking part. This is largely due to rising prices across a narrower range of gifts: nearly 60% of UK shoppers plan to spend up to £45, with 55% budgeting under £30, an average spend of £54, and 5% opting not to spend at all. Overall, Father’s Day gifting is expected in 2025 to reach a value of £1,123 million, underscoring its continued importance despite changing consumer habits. Meanwhile, consumer spending on Mother’s Day in the UK exceeded £2.4 billion this year, with participation rates above 55%, representing about a 5% growth year-on-year and nearly a 3 percentage point increase since 2024. Retailers are adapting by offering more curated, emotionally meaningful, and budget-conscious products, positioning Father’s Day as an important mid-year retail opportunity.
How are rising prices reshaping tradition?
In the UK in 2025, top Father’s Day gift preferences include experience-based outings (30–35%), tech gadgets (20%), and shop-bought cards (30%), with growing interest in personalised (15%) and sentimental gifts (17%). However, the gifts dads actually receive differ somewhat. Alcohol (31%), clothes (22%), and chocolates (21%) remain common, while handmade and monogrammed gifts are received by 13% and 4% of dads, respectively. This suggests a meaningful embrace of thoughtful, handcrafted options.
Women, especially daughters and partners, remain the primary gift buyers. The 25–44 age group is most engaged, emotionally invested, and responsive to curated and easy-to-navigate gifting experiences. As a result, consumers are shifting toward practical and emotionally meaningful gifts. Flowwow, for instance, reports a 12% year-on-year increase in picnic hampers and chocolate-covered strawberries. These items are often chosen for shared moments and quality time, which highlights growing demand for experiential and emotionally resonant presents that balance price and meaning.
“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.”
Choosing a Father’s Day gift is often an emotionally complex task for many consumers. Research shows 40% lack inspiration and confidence in their choices, which increases pressure on retailers to curate clearly segmented selections and ready-to-shop bundles. This emotional challenge highlights why innovation in personalised shopping tools, visual merchandising, and AI-powered recommendations is critical, especially as many men downplay the holiday’s importance.
What does the future of Father’s Day tell us about the next era of gifting?
The evolving preferences of UK consumers are reshaping Father’s Day gifting and signaling wider changes in how gifts for men are bought throughout the year:
- Last-minute habits. Around 35% of gifts are bought at the last minute, with nearly one in four shoppers finalizing purchases during the week before Father’s Day. Over 40% of these transactions take place online, highlighting the need for digital and mobile-first strategies to meet demand for convenience and speed.
- Meaning matters. According to a survey, nearly 69% of UK shoppers consider buying sustainably made items either important (46.25%) or very important (22.58%) when choosing gifts. This supports a growing preference for local, handmade, small-batch, and story-driven items that carry personal significance over brand prestige.
- Experiences over things. Google Trends data shows a 210% global increase in searches for “Father’s Day experience gifts” since April 2025. This indicates growing interest in non-material presents focused on shared activities, quality time, and lasting memories.
- Shopping goes social. Over 76% of UK consumers plan to increase their shopping via social media platforms in 2025. Platforms like TikTok, Instagram, and Pinterest are becoming vital for both inspiration and direct purchases, with influencer gift guides, video reviews, and instant checkout features driving conversions, especially among younger audiences.
- AI-powered search. Technology is redefining gift discovery. According to FoodDrinkLife’s Father’s Day 2025 analysis, younger shoppers increasingly use AI chatbots and assistants to filter, compare, and personalise options. A Talkdesk survey, found that 24% of users felt AI helped them choose better gifts, while 61% felt less anxious, resulting in higher satisfaction and fewer returns. ChatGPT, for example, now offers shoppable cards with images, descriptions, and direct links.
As economic uncertainty persists, emotional value and convenience are becoming the new currency of gifting. For Father’s Day and beyond, brands that blend meaning, speed, and digital personalisation will be best positioned to lead the next era of retail.
