The average spend on Father’s Day gifts and cards this year is expected to reach £54.38, new research from leading discount code website MyVoucherCodes has revealed.

This figure is £14.63 more than the average amount Brits were planning to spend on Mother’s Day this year, which was revealed in research also commissioned by MyVoucherCodes, with the amount totalling to £39.75.

When it comes to gift preferences, those buying for their dads and step dads say alcohol and food items top the list, each chosen by 27% of the 2000 respondents, followed closely by gift cards, which account for 24% of purchases.

The survey also explored dream gifting scenarios, revealing that if money were no object, 28% of Brits would buy their dad a holiday home.

However, not all gifts hit the mark. The research showed that jewellery ranks as the least ideal gift for dads, with 17% of respondents naming it as their least preferred option.

Sarah-Jane Outten, Shopping Expert at MyVoucherCodes, commented on the findings:

"It’s fascinating to see such a clear shift in spending habits between Mother’s Day and Father’s Day this year. The data suggests that shoppers are prioritising experiences and consumable gifts for dads, which may feel more personal or practical.

At the same time, the dream of gifting something as significant as a holiday home shows just how much people value celebrating their fathers when money isn’t a limitation."

Here are my top tips on how to save money this Father’s Day:

Plan ahead – Shopping early can help you avoid last-minute price hikes and secure better deals.

Use discount codes – Check voucher websites for savings on popular Father’s Day gifts.

Bundle gifts – Look for multi-buy deals or create your own gift sets to maximise value.

Set a budget – Decide how much you want to spend in advance and stick to it.

Consider thoughtful alternatives – Homemade gifts or planned experiences can be just as meaningful—and often more affordable.

Father’s Day survey:

This online survey of 2,000 Adults who have a father/stepfather was commissioned by Front Door Comms and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 17/4/2026 and 22/4/2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, have corporate membership of ESOMAR and Members of the British Polling Council

Mother’s Day survey:

This online survey of 2,000 Adults who have a mother/stepmother was commissioned by Front Door Comms and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 3/2/2026 and 6/2/2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, have corporate membership of ESOMAR and Members of the British Polling Council

About MyVoucherCodes:

MyVoucherCodes is a market leading voucher, coupon and discount deals website based in the UK.

It has around five million consumer members who receive daily emails featuring the best selection of deals, vouchers and offers from fashion, beauty, restaurant and electrical, as well as many more retailers. It works with more than 2,500 retailers to offer more than 25,000 voucher or discount codes.

MyVoucherCodes is operated by Future Publishing Limited.

Tags

More Like This

Four In Ten Don’t Know When Father’s Day Is (Hint: It’s Sunday 18th June)

She’s Been Ready for Weeks, He Starts in the Final 72 Hours – The Great Christmas Shopping Divide

Six in 10 Brits would prefer a Christmas holiday with loved ones over gifts, says KAYAK survey

Bank of Mum and Dad gifting lump sums without accounting for future care costs

Nearly half of parents looking to spend less on toys this year

UK MUSIC LOVERS FEELING THE PINCH AS CONCERT SPENDING HITS £318 PER YEAR

BRITS HAPPILY SPLASH THE CASH ON HOLIDAY

The true value of a mum's unpaid labour