Father’s Day Insights: Quality Time, Gift Trends, and More

For Father’s Day, Sago conducted an omnibus study among 1,538 Americans who celebrate the holiday. So, what do people think and how do they behave when it comes to Father’s Day celebrations? Let’s dive in and find out!

In This Article

• Quality Time with Dad Trumps Gifts
• Noteworthy Gifts for Dad
• Social Media’s Influence
• Has the Day Lost Its True Meaning?
• Respondent Demographics

Quality Time with Dad Trumps Gifts

The study found most dads value creating memories and enjoying quality time with their loved ones more than receiving material gifts.

While it may be a popular time to buy ties, shoes, garden tools, or even dad’s favorite drink, this year saw a shift in preferences. A significant 65% of respondents favored spending quality family time as their top Father’s Day activity. Buying a gift came in second at 53%, followed by going out for a meal at 47%, and sending cards or greetings at 28%.

Demographically, younger participants (18-34 years old) showed a stronger inclination to buy gifts, with 69% in this age group compared to the overall average of 53%. However, only 32% of those aged 55 and above preferred gift-giving over spending time with their family.

When asked to elaborate on how they would spend quality time with their families, the recurring theme was creating memories. Being present in the moment and reflecting on the past captured the essence of what Father’s Day means to dads and their loved ones. Here are a few examples:

“Sometimes it’s just hanging out in the backyard; chatting, reminiscing, laughing, engaging in each other’s stories and company.”

“Whatever we do as long we together doing something positive and creating memories.”

“Family time is important for bonding, strengthening relationships, and creating lasting memories. It provides an opportunity to share experiences, support one another, and build a sense of unity and belonging within the family unit.”

“I shared a delightful family meal, cooking and laughing together. Then, I headed outdoors for a refreshing hike, exploring natures beauty. The laughter echoed through the trails as we soaked up the sunshine and created lasting memories.”

“My family often plays card or board games together, such as UNO and Monopoly. We also try to eat dinner together around our kitchen table whenever possible. I find that some of the most meaningful conversations happen around the dinner table.”

Noteworthy Gifts for Dad

Selecting a Father’s Day gift is primarily influenced by the recipient’s personal interests (81%). Other factors include discounts or sales (31%), recommendations from others (25%), and online reviews (24%). Brand reputation plays a lesser role, with only 17% considering it.

Affordability appears to impact the younger demographic’s purchasing decisions, as they tend to rely more on discounts and sales. In contrast, older individuals prioritize the recipient’s personal interests.

It’s important to note that the economic climate has significantly impacted the affordability of American spending on Father’s Day gifts, with 54% of respondents agreeing with this statement. This is evident in the amount consumers are willing to spend on gifts, as 64% of them allocate a budget between $25 and $100. A smaller portion (11%) spends less than $25, while the remaining 25% are willing to spend more than $100.

To simplify your shopping experience, we’ve compiled a list of the most popular gift categories that family members are currently interested in buying.

Other Interesting Data:

• 20% of shoppers prefer shopping exclusively online for Father’s Day compared to 29% preferring physical stores. 42% shop both equally.
• Two-thirds of shoppers buy Father’s Day gifts between one and four weeks in advance of the holiday.

Social Media’s Influence

Nearly two-thirds of respondents engage with or share content related to Father’s Day on social media.

As for gathering gift ideas, 70% of shoppers turn to various social media platforms, with Facebook being the most popular choice among them.

Has the Day Lost Its True Meaning?

Nearly half of the respondents believe Father’s Day has become “too commercialized” and has strayed from its “true meaning.” This sentiment could potentially lead to a sense of detachment from marketing campaigns. In fact, 90% of participants feel Father’s Day marketing campaigns are ineffective.

If Money Were No Object

Finally, we encouraged respondents to dream big. We asked, “In an ideal world, what would you like to receive or give for Father’s Day if money and opportunity were not factors in decision-making? What would be that extraordinary gift you would LOVE to give/get, but seems out of reach?” Here are some of the responses:

Responses from Dads

“A house big enough for whole family to live in together.” 

“I am dreaming of having my own home free of debt with my wife and family.” 

“Just hearing my kids laughing, knowing they are happy and healthy is the best Father’s Day gift I can get.” 

“A trip with my sons to a great destination in Europe or the Caribbeans would be a great bonding experience as well to see the world and have great experiences.” 

Responses from Gift-Givers

“I would give him a well-deserved long expense paid vacation anywhere in the world.” 

“I’d love to take my dad to wherever he wants to visit, I’d let him pick from a few options of events and experiences we can venture with the family, buy him whatever .and give him the gift of a lifetime.” 

“I would love to have my dad go on a cruise to Alaska with me and our entire family. He’s 91 and want all the memories I can have with him.” 

“I’d love to be able to take the family to Disney World to celebrate Father’s Day. I can’t think of a better place to celebrate a father who puts his family first.” 

Respondent Demographics

Methodology

These findings are from a study released by Sago between May 19-22, 2023, among a random selection of 1,538 of American adults ages 18+ who are online panelists of Sago’s Community.

The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.

Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.