Kids pick putters over pints this Father’s Day

New spending data released by Checkout.com reveals the categories that topped Brits’ spending in the run up to Fathers’ Day in 2025, including books, golfing goods, clothes and subscriptions – and the surprising drop in alcoholic gifts.

Comparing the first two weeks of June 2025 with the first two weeks of May 2025, Checkout.com’s platform data revealed a 29 percent increase in purchases of books, as well as a 14 percent increase in golf and members clubs and spikes for subscriptions (8 percent) and clothing (10 percent). Interestingly, online clothing stores also saw a jump of 10 percent in average purchase value, suggesting Brits were spending more on clothes as gifts in the run-up to Father’s Day.

Notably, online spending on beer and wine saw a 38 percent dip in early June compared to early May, suggesting they weren’t popular gifts for Dads. With Brits increasingly reducing alcohol intake for health and wellness, this is being reflected in gifting patterns, with more opting to buy gifts related to individuals’ hobbies.

This contrasted with Mother’s Day spending this year, where spending trends revealed Brits spent most on flowers and jewellery – classic gift options as opposed to hobby-related presents. On Mother’s Day weekend, there was a 342 percent spike in flower spend compared to the previous weekend, showing the prominence of this as a peak weekend for florists.

Rory O’Neill, CMO at Checkout.com, commented on the data, saying: “The impact of days like Father’s Day on the UK economy should not be underestimated, especially as we are seeing spending patterns shift into more father-friendly, hobby-related categories.

This kind of data offers a valuable opportunity for retailers to better understand changing consumer interests. By tapping into real-time insights around purchase intent, they can find smarter ways to connect with customers in meaningful moments, beyond relying on discounts alone.”

Image courtesy of Unsplash. Photo credit: Juliane Liebermann.