United Kingdom (UK) Fathers Day 2022 report forms part of the publisher's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for Father's Day. The report analyses the market, the major players, the main trends, and consumer attitudes.
While this year saw a rebounding of the occasion with retail shopper penetration up on last year to just under 50%, it still fell short of pre-pandemic levels with retail penetration 2.4ppts lower than 2019. Father's Day has not recovered to the same extent as Mother's Day this year compared to pre-pandemic as this occasion has occurred as the cost-of-living crisis continues to ramp up.
While this year saw a rebounding of the occasion with retail shopper penetration up on last year to just under 50%, it still fell short of pre-pandemic levels with retail penetration 2.4ppts lower than 2019. Father's Day has not recovered to the same extent as Mother's Day this year compared to pre-pandemic as this occasion has occurred as the cost-of-living crisis continues to ramp up.
Scope
- Rising prices has limited consumers' disposable income left to spend on this occasion and price was a more important factor in driving retailer selection in food & drink and gifts this year as consumers sought to make savings where possible. Consequently, more people stated that they shopped at discounter, Home Bargains, for food & drink and gifts this year.
- Father's Day gifting penetration has finally bounced back to pre-pandemic levels. The main driver was the increase of purchases in cheaper gifting categories such as food & drink, grooming & personal care, and vouchers & money. Consequently, despite more consumers buying gifts this Father's Day, price was a key concern as 43% of shoppers reported value for money being a driving factor when choosing where to buy a gift, followed closely by 36% that reported price.
- Cards & gift wrap was the worst-performing category this year, as penetration fell to just over 60%. This fall was driven by the downward trend in card purchases, as consumers continue to prioritise gifts.
Reasons to Buy
- Use our in-depth consumer insight to learn which areas within Father's Day shopping are most important to ensure that product offers cater to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Discover which retailers are perceived as having the best Father's Day communications, to develop engaging marketing campaigns.
Table of Contents
- THE KEY FINDINGS
- The Key Findings
- Mother's Day vs Father's Day spending
- Father’s Day has not fully recovered to pre-pandemic levels in 2022 as the cost-of-living crisis impacts spend
- Gifting bounces back to levels not seen since the COVID-19 pandemic, though consumers are concerned about price
- Shoppers continued to prioritise gifts over cards for Father’s Day 2022
- Trend insight - stores
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Financial wellbeing
- Father's Day spending
- Financing spending
- Father's Day activities
- Meal choices
- Takeaway cuisines
- Dining in choices
- Father's Day statements
- Retailer selection
- Retailer ratings - grocers
- Retailer ratings - non-food retailers
- Opting out of Father's Day communications
- Father's Day statements
- SEASONAL FOOD & DRINK
- Buying dynamics
- Retailers used
- Retailer selection
- Buying dynamics
- Retailer used
- Channel usage
- Store type
- Device usage
- Fulfilment
- Average spend
- Buying dynamics
- GIFTS
- Buying dynamics
- Retailers used
- Recipient
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Average spend
- Buying dynamics
- CARDS & GIFT WRAP
- Buying dynamics
- Retailers used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- METHODOLOGY & CONTACTS
- Technical details: Consumer survey work
List of Tables
- Retailer ratings across key measures - grocers, 2022
- Retailer ratings across key measures - non-food retailers, 2022
- Products purchased - treats, 2021 & 2022
- Products purchased - fresh meat & vegetarian alternatives, 2021 & 2022
- Products purchased - alcoholic drinks, 2021 & 2022
- Products purchased - fruit & vegetables, 2021 & 2022
- Products purchased - breakfast foods, 2022
- Products purchased - non-alcoholic drinks, 2021 & 2022
- Products purchased - fish, 2021 & 2022
- Products purchased - delicatessen products, 2021 & 2022
- Products purchased - ready meals & meal deals, 2021 & 2022
- Products purchased - food & drink gifts, 2021 & 2022
- Retailers used - food & drink gifts, 2021 & 2022
- Products purchased - clothing, 2021 & 2022
- Retailers used - clothing, 2021 & 2022
- Products purchased - accessories & footwear, 2021 & 2022
- Retailers used - accessories & footwear, 2021 & 2022
- Products purchased - fine jewellery & watches, 2021 & 2022
- Retailers used - fine jewellery & watches, 2021 & 2022
- Products purchased - grooming & personal care, 2021 & 2022
- Retailers used - grooming & personal care, 2021 & 2022
- Products purchased - homewares, 2021 & 2022
- Retailers used - homewares, 2021 & 2022
- Products purchased - books, 2021 & 2022
- Retailers used - books, 2021 & 2022
- Products purchased - entertainment, 2021 & 2022
- Retailers used - entertainment, 2021 & 2022
- Products purchased - vouchers & money, 2021 & 2022
- Products purchased - electricals, 2021 & 2022
- Retailers used - electricals, 2021 & 2022
- Products purchased - stationery, 2021 & 2022
- Retailers used - stationery, 2021 & 2022
- Products purchased - flowers & plants, 2021 & 2022
- Retailers used - flowers & plants, 2021 & 2022
- Products purchased - sports, 2021 & 2022
- Retailers used - sports, 2021 & 2022
- Products purchased - experience, 2021 & 2022
- Retailers used - experience, 2021 & 2022
- Products purchased - outdoor gardening products, 2021 & 2022
- Retailers used - outdoor gardening products, 2021 & 2022
- Products purchased - DIY & home improvement, 2021 & 2022
- Retailers used - DIY & home improvement, 2021 & 2022
- Products purchased - cards, 2021 & 2022
- Retailers used - cards, 2021 & 2022
- Products purchased - gift wrap & accessories, 2021 & 2022
- Retailers used - gift wrap & accessories, 2021 & 2022
List of Figures
- Overall Mother's Day vs Father's Day spend on retail and leiure, 2019 vs 2022
- Father's Day 2022 shopper penetration (by demographic and by region) & 2021 shopper penetration
- Father's Day 2022 shopper profile, by demographic & by region & 2021, 2020 shopper penetration
- Father's Day 2022 retail penetration (by demographic and by region) & 2021, 2020 retail shopper penetration
- Father's Day 2022 leisure penetration (by demographic and region)
- Financial wellbeing compared to last year, 2021 & 2022
- Father's Day total spending compared to last year, 2021 & 2022
- How consumers financed Father's Day spending, 2021 & 2022
- Father's Day spending on retail & leisure, 2021 & 2022
- Father's Day activities undertaken, 2022
- Father's Day meal choices, 2021 & 2022
- Father's Day takeaway cuisines, 2021 & 2022
- Father's Day dining in choices, 2021 & 2022
- Agreement and disagreement statements about Father's Day, 2022, and ppt change on 2021
- Retailers that did the best job of promoting Father's Day, 2021, and ppts change on 2021
- Whether consumers were offered the option to opt out of Father's Day communications (by demographic), 2022 and overall for 2021
- Whether consumers opted out of Father's Day communications (by demographic), 2021 and overall for 2019
- Agreement statements about Father's Day communications, 2022, and ppt change on 2021
- Father's Day food & drink penetration overall and by demographic, 2022 and overall for 2021, 2020
- Where consumers shopped for food & drink, 2021 & 2022, and ppt change on 2021
- Where consumers shopped most at for food & drink, 2021 & 2022, and ppt change on 2021
- What's driving retailer selection (food & drink), 2022
- Consumers using each channel for purchasing food & drink (browsed & purchased), 2022
- Consumers using each physical store type for purchasing food & drink (browsed & purchased), 2022
- Consumers using each device for purchasing food & drink (browsed & purchased), 2022
- Fulfilment options for food & drink purchases made online, 2021 & 2022
- Average spend on food & drink by retailer shopped at, 2022, and change on 2021 (£)
- Father's Day 2021 treats penetration (by demographic) & 2021, 2020 treats penetration
- Father's Day 2022 fresh meat & vegetarian alternatives penetration (by demographic) & 2021, 2020 fresh meat & vegetarian alternatives penetration
- Father's Day 2022 alcoholic drinks penetration (by demographic) & 2021, 2020 alcoholic drinks penetration
- Father's Day 2022 fruit & vegetables penetration (by demographic) & 2021, 2020 fruit & vegetables penetration
- Father's Day 2021 breakfast penetration (by demographic) & 2021 breakfast penetration
- Father's Day 2022 non-alcoholic drinks penetration (by demographic) & 2021, 2020 non-alcoholic drinks penetration
- Father's Day 2022 fish penetration (by demographic) & 2021, 2020 fish penetration
- Father's Day 2022 delicatessen products penetration (by demographic) & 2021, 2020 delicatessen products penetration
- Father's Day 2022 ready meals & meal deals penetration (by demographic) & 2021, 2020 ready meals & meal deals penetration
- Planned/impulse purchases (overall food & drink), 2021 & 2022
- Planned/impulse purchases (food & drink categories), 2021 & 2022
- Father's Day gifts penetration overall and by demographic, 2022 and overall for 2021, 2020
- Where consumers shopped for gifts, 2021 & 2022, and ppt change on 2021
- Who consumers bought Father's Day gifts for, 2022, and ppt change on 2021
- What's driving retailer selection (gifts), 2022
- Consumers using each channel for purchasing gifts (browsed & purchased), 2022
- Consumers using each physical store type for purchasing gifts (browsed & purchased), 2022
- Consumers using each device for purchasing gifts (browsed & purchased), 2022
- Fulfilment options for gifts purchases made online, 2021 & 2022
- Average spend on gifting categories, 2022, and change on 2021 (£)
- Father's Day 2022 food & drink gifts (by demographic) & 2021, 2020 food & drink gifts penetration
- Father's Day 2022 clothing penetration (by demographic) & 2021, 2020 clothing penetration
- Father's Day 2022 accessories & footwear penetration (by demographic) & 2021, 2020 accessories & footwear penetration
- Father's Day 2022 fine jewellery & watches penetration (by demographic) & 2021, 2020 fine jewellery & watches penetration
- Father's Day 2022 grooming & personal care (by demographic) & 2021, 2020 grooming & personal care penetration
- Father's Day 2022 homewares penetration (by demographic) & 2021, 2020 homewares penetration
- Father's Day 2022 books penetration (by demographic) & 2021, 2020 books penetration
- Father's Day 2022 entertainment penetration (by demographic) & 2021, 2020 entertainment penetration
- Father's Day 2022 vouchers & money penetration (by demographic) & 2021, 2020 vouchers & money penetration
- Father's Day 2022 electricals penetration (by demographic) & 2021, 2020 electricals penetration
- Father's Day 2022 stationery penetration (by demographic) & 2021, 2020 stationery penetration
- Father's Day 2022 flowers & plants penetration (by demographic) & 2021, 2020 flowers & plants penetration
- Father's Day 2022 sports penetration (by demographic) & 2021, 2020 sports penetration
- Father's Day 2022 experience penetration (by demographic) & 2021, 2020 experience penetration
- Father's Day 2022 outdoor gardening products penetration (by demographic) & 2021, 2020 outdoor gardening products penetration
- Father's Day 2022 DIY & home Improvement penetration (by demographic) & 2021, 2020 DIY & home Improvement penetration
- Planned/impulse purchases (overall gifts), 2021 & 2022
- Planned/impulse purchases (gift categories), 2021 & 2022
- Personalisation (overall gifts), 2021 & 2022
- Personalisation (gift categories), 2021 & 2022
- Father's Day cards & gift wrap penetration overall and by demographic, 2022 and overall for 2021, 2020
- Where consumers shopped for cards & gift wrap 2022, and ppts change on 2021
- What's driving retailer selection (cards & gift wrap), 2022, and ppt change on 2021
- Consumers using each channel for purchasing cards & gift wrap (browsed & purchased), 2022
- Consumers using each physical store type for purchasing cards & gift wrap (browsed & purchased), 2022
- Consumers using each device for purchasing cards & gift wrap (browsed & purchased), 2022
- Fulfilment options for cards & gift wrap purchases made online, 2021 & 2022
- Father's Day 2022 cards penetration (by demographic) & 2021, 2020 penetration
- Father's Day 2022 gift wrap & accessories penetration (by demographic) & 2021, 2020 penetration
- Planned/impulse purchases (overall card & gift wrap), 2021 & 2022
- Planned/impulse purchases (card & gift wrap products), 2021 & 2022
- Personalisation (overall cards), 2021 & 2022
- Proportion of consumers that stated that the ability to personalise a card was important, 2022
- Personalisation (card products), 2021 & 2022
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- American Golf
- Argos
- ASDA
- ASOS
- B&M
- Boots
- Card Factory
- Clintons
- Co-op
- Cotswold Outdoor
- Disney Store
- Dunelm
- Ernest Jones
- Funkypigeon
- GAME
- Gardensupplydirect.co.uk
- H&M
- H. Samuel
- HMV
- Home Bargains
- IKEA
- JD Sports
- JML Direct
- John Lewis & Partners
- Lidl
- Londis
- Marks & Spencer
- Matalan
- Moonpig
- Morrisons
- MusicMagpie
- Next
- Nike
- Oliver Bonas
- Poundland
- Poundstretcher
- Primark
- Ryman
- Sainsbury's
- Sports Direct
- Superdrug
- Tesco
- The Book Depository
- The Book People
- The Perfume Shop
- The Range
- The Works
- Thomas Sabo
- TK Maxx
- Topps Tiles
- Trespass
- Waitrose & Partners
- Warren James
- Watchshop.com
- Waterstones
- WH Smith
- Wickes
- Wilko
