What is the most bought gift on Father's Day?

Father’s Day is a cherished celebration in the UK and across the globe. It's a day when we show appreciation for the paternal figures in our lives—whether that’s a father, stepdad, grandfather, or another influential male role model. Each June, millions of people set out to find the perfect gift to say "thank you." But what do people actually buy the most? The answer may surprise you.

In this comprehensive guide, we’ll dive into the most purchased gift on Father’s Day in the UK, why it's so popular, how purchasing habits have changed, and what alternative gift options are rising in popularity. If you’re looking for inspiration or simply curious about gift-giving trends, this blog has you covered.

A Snapshot of Father’s Day Gift-Giving in the UK

Before we reveal the most bought gift, let’s set the scene. According to retail surveys and consumer data, Father’s Day is one of the busiest times for retailers after Christmas and Mother’s Day. Shoppers spend anywhere between £20 and £60 on average, with total UK spending exceeding £700 million in some years. Despite economic challenges and rising costs of living, the tradition of giving remains strong.

The Most Bought Gift: The Humble Greeting Card

It might come as a surprise, but the most purchased item on Father’s Day is not a flashy gadget or an expensive bottle of whisky—it’s the greeting card. According to industry research:

• Over 80% of people buy a greeting card for Father’s Day.

• Cards are the most common and most consistent gift across all age groups and income levels.

• In the UK alone, millions of Father’s Day cards are sold each year, making it the single most bought item.

Why? The answer lies in tradition, simplicity, and the emotional connection that a handwritten message offers. A heartfelt card, often paired with a small gift, carries emotional weight that can’t always be matched by more expensive items.

Why Greeting Cards Dominate

1. Affordability

With many people watching their finances, a £2–£4 greeting card offers a meaningful yet affordable way to show appreciation. It’s accessible to everyone.

2. Emotional Value

Cards provide a chance to write something personal. For many, these handwritten messages are more treasured than the gifts themselves.

3. Tradition and Habit

Much like birthdays or Christmas, cards are part of the ritual. Not giving a card feels like skipping an essential step.

4. Ease and Availability

Cards are available almost everywhere—from supermarkets and corner shops to online marketplaces. This makes last-minute purchases easy.

5. Paired Gifting

Most cards are not given alone. They're often paired with another small gift, which helps retailers increase total basket values.

Other Popular Father’s Day Gifts in the UK

While cards top the list, they’re rarely the only item given. Here’s a rundown of the most popular gifts Brits buy alongside or instead of greeting cards:

1. Food and Drink (58%)

Items like whisky, wine, craft beer, cheese hampers, or personalised chocolates are extremely popular. They offer indulgence, and many dads prefer experiences to objects.

2. Fragrances and Grooming Kits (45%)

Classic and reliable, these items add a touch of luxury to a dad’s day. Designer aftershaves and beard care kits are go-to choices.

3. Clothing and Accessories (45%)

T-shirts, novelty socks, cufflinks, or ties are often purchased. Personalised or themed clothing (e.g. “Best Dad” slogan shirts) are especially popular.

4. Mugs (36%)

The classic ‘Dad Mug’ remains a best-seller. Customised versions often carry humorous or heartwarming messages.

5. Tech Gadgets (20%)

While less common than smaller gifts, items like headphones, smart watches, and even home assistants are growing in popularity, especially among younger shoppers.

6. Personalised Gifts (35%)

From engraved keyrings to photo albums, these items offer emotional resonance. They’re often more affordable than high-end tech but have lasting sentimental value.

7. Experiential Gifts (9–13%)

Tickets to events, restaurant meals, or ‘experience days’ (such as flying lessons or driving experiences) are popular for those who prefer memories over material items.

Changing Trends in Father’s Day Gifting

Gift-giving habits have evolved. While traditional presents remain strong, there are several trends worth noting:

1. Sustainable and Eco-Friendly Gifting

With growing environmental awareness, there’s a rising demand for sustainable packaging, recyclable cards, and eco-conscious products.

2. Digital Gifting

E-cards, digital subscriptions (like Spotify or Audible), and online gift vouchers are on the rise, especially among Gen Z and millennials.

3. Subscription Services

Monthly snack boxes, shaving kits, or coffee deliveries are increasingly popular. They offer the ‘gift that keeps on giving.’

4. DIY and Handmade Gifts

Crafted presents or home-cooked meals are more prevalent, especially in families with young children. The pandemic saw a surge in DIY gifting, and the trend has stuck.

Budget and Spending Behaviour

Most people in the UK tend to keep their Father’s Day spending modest:

• 36% spend between £10 and £30.

• 25% spend less than £10.

• Around 20% go above £40, particularly if buying tech or experience gifts.

Last-minute shopping is common—over 50% of shoppers make their purchases in the final week. This contributes to the popularity of easily accessible items like greeting cards.

The Role of Retailers and Marketing

High-street shops, supermarkets, and online platforms all jump into action as Father’s Day approaches. Marketing campaigns often target the emotional bond between parent and child.

Major players like Amazon, Boots, John Lewis, and Tesco curate gift guides by price, category, and recipient type. Social media also plays a role, with influencers and brands offering curated lists and suggestions.

Personal Touch: Stories Behind the Gifts

Let’s not forget that behind every gift is a story. Whether it’s a handmade card from a toddler or a luxury watch from an adult child, each present carries a unique emotional narrative.

Here are a few real-life anecdotes that capture this:

• “I gave my dad a card and a photo collage of our fishing trips. He said it meant more than anything I’ve ever bought him.”

• “We gifted my dad a whiskey tasting experience. He still talks about it two years later!”

• “My daughter made me a Father’s Day breakfast and gave me a mug that says ‘Grill Master’. Best gift ever.”

Creative Gift Ideas for the Thoughtful Buyer

Looking to go beyond the typical card-and-mug combo? Here are a few creative yet practical options:

• Custom Recipe Book with family favourites

• ‘Open When’ Letters for different moments in his life

• A Jar of Notes, each with a reason why he’s appreciated

• Hobby Kits (model building, beer brewing, woodworking)

• Fitness Tracker for health-conscious dads

• Vinyl Record Player for music lovers

• Personalised BBQ Tools for outdoor cooks

Conclusion: It’s the Thought That Counts

While the most bought Father’s Day gift may be a simple greeting card, it’s the meaning behind the gesture that resonates most. A card doesn’t just say “Happy Father’s Day”—it says, “I thought of you.” Whether you accompany it with a fine bottle of wine, a bespoke experience, or a handmade gift, the sentiment remains the star of the show.

So, next time you’re wondering what to get Dad, don’t overlook the small stuff. Sometimes, it’s the handwritten words inside a card that he’ll keep tucked away for years to come.

Happy Father’s Day!