Rising prices are reshaping the way Brits gift with a clear shift toward fewer, but more thoughtful and emotionally resonant gifts, especially for Father’s Day.
According to a report by Flowwow, a global gifting marketplace, only 45 per cent of UK consumers plan to celebrate Father’s Day 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 per cent. 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 per cent), electronics (+3.5 per cent), and accessories (+3.8 per cent), many consumers are paying more for fewer, more practical items.
The report adds that nearly 60 per cent of UK shoppers plan to spend up to £45, with 55 per cent budgeting under £30, an average spend of £54, and 5 per cent 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 per cent, representing about a 5 per cent 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 per cent), tech gadgets (20 per cent), and shop-bought cards (30 per cent), with growing interest in personalised (15 per cent) and sentimental gifts (17 per cent).
However, the gifts dads actually receive differ somewhat. Alcohol (31 per cent), clothes (22 per cent), and chocolates (21 per cent) remain common, while handmade and monogrammed gifts are received by 13 per cent and 4 per cent 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 per cent 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.”
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 per cent 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 per cent 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 per cent of UK shoppers consider buying sustainably made items either important (46.25 per cent) or very important (22.58 per cent) when choosing gifts.
- Experiences over things. Google Trends data shows a 210 per cent 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 per cent 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.
