Shopfully’s Brendan Straw shares retail tactics as Australian Father’s Day spending defies expectations with 78% participation despite economic pressures.
What’s happening: Despite persistent cost-of-living pressures, 78% of Australians are gearing up to spoil Dad this Father’s Day, with one in four planning to spend more than last year.
Why this matters: The research shows that when it comes to Dad, Australians aren’t holding back, creating opportunities for retailers to tap into these strategic shopping behaviours.
New research from Shopfully reveals that even amid persistent cost-of-living pressures, generosity isn’t off the table this Father’s Day.
“Even amid persistent cost-of-living pressures, generosity isn’t off the table,” explains Brendan Straw, Shopfully’s Country Manager for Australia. “One in four say they plan to spend more than they did last year – a sign that when it comes to Dad, Australians aren’t holding back.”
The gift preferences reveal predictable yet strategic patterns. Wardrobe upgrades top the list at 51%, followed by indulgent food and drinks at 41%. Tools and hardware maintain their traditional Father’s Day appeal at 32%, while tech treats like electronics and gadgets capture 26% of shopping intentions.
Online meets in-store
Finding the perfect gift for Dad is never simple, according to Straw. “Shoppers are thoughtful in their approach – balancing budget with emotion to find something meaningful.”
The data reveals one in five shoppers will look online and in-store as part of their shopping journey, but at least 50% prefer to purchase in-store where they can see, touch and assess the gift firsthand.
“For occasions like Father’s Day, that hands-on reassurance matters – because it’s not just about buying something, it’s about selecting a gift that carries meaning,” Straw explains.
For retailers, this underscores the need to double down on the in-store experience. Ensuring product availability, attractive displays, and helpful service can make all the difference in converting online interest into an in-store sale.
The sweet spot
While budgets remain tight, Australians aren’t simply chasing the cheapest option. Shoppers are seeking gifts that strike a balance, with personalisation (33%) and practicality (29%) ranking alongside affordability.
According to Straw, “The ideal Father’s Day gift hits the sweet spot: thoughtful, useful, and well-priced.”
Most shoppers are working with a budget under $100, with 69% saying they’ll stay within that range. The opportunity for retailers, according to the research, is to spotlight gifts that feel meaningful and premium without the hefty price tag.
Early bird advantage
While a quarter of shoppers plan to spend more this year, Australians remain savvy and value-focused. They’re seeking gifts that strike the perfect balance: meaningful, practical, and worth every dollar.
Shoppers are browsing print and digital catalogues (71%), visiting stores early to spark ideas (36%), and researching online for inspiration (23%). With 78% of shoppers planning to make their purchase at least a week early, some even as soon as two to four weeks before (42%), it’s critical for retailers to plan smarter and earlier across online and offline channels.
But it’s not only the planners retailers should focus on. With 11% of Aussies leaving their purchases until just days before Father’s Day, there’s also a valuable last-minute shopper segment to capture.
Sentiment sells
Father’s Day isn’t just about spending; it’s about appreciation, according to Straw. Shoppers are looking for special ways to say “Love You, Dad” that feels both thoughtful and practical, whether it’s through a new shirt or a favourite bottle of whisky.
By aligning their offers with both sentiment and budget, retailers can move beyond simply driving Father’s Day sales. They can position themselves as trusted partners in helping Australians celebrate life’s meaningful moments, building customer loyalty that extends well past September.
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