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Shopper Snapshot: Father’s Day

Daniel Joyner

Consultant, Complete Consumer

Position gifts as part of a bigger experience: a backyard project, a shared meal, a break from the usual routine. It’s not just about the product. It’s about how it fits into the day.

  • Writer: Daniel Joyner
    Daniel Joyner
  • Jun 18
  • 1 min read

Updated: Jul 9

Circana’s research shows consumers are doing right by their dads when it comes to celebrating Father’s Day. Nearly 72% of fathers surveyed said their families always get the day right. Our new report dives deeper into these trends and looks at consumer behaviors, gift preferences, and retail patterns to help brands and retailers better understand how families celebrate fathers.


Father's Day Consumer Behavior & Trend Report Highlights


  • Channels such as home improvement stores, sporting goods retailers, and convenience stores enjoy noticeable Father’s Day spikes.

  • Many dads want a break – and maybe a steak. Like moms, fathers in Circana’s survey ranked quality time as their top wish for the day.

  • Retail categories like grills, hot dogs, frozen desserts, and alcoholic beverages see significant traffic boosts around Father’s Day.

  • Practical gifts like tools, gadgets, and home appliances top dads’ wish lists but often go under-gifted.



About the author

Bringing extensive experience in survey and longitudinal panel research, Daniel Joyner has studied consumers’ shopping and purchasing behaviors since joining Circana in 2004. In his two decades with Circana, Joyner has designed and led hundreds of consumer research projects, including new product and package tests, ad messaging and content evaluations, price sensitivity analyses, brand health tracking, and consumer segmentation.


As a previous member of the start-up team for the Checkout receipt panel, Joyner played a pivotal role in developing many first-to-market POS-calibrated longitudinal buyer analytic methodologies. His deep expertise in customer behavior and consumer panel analytics made Joyner a trusted advisor to many brands and retailers, helping them leverage panel research to uncover new growth opportunities and improve their marketing strategies.


Joyner’s research is anchored in the fundamental truth of consumer behavior: Loyalty is fleeting, and brands must constantly innovate to stay relevant. Passionate about transforming the way brands think about their customers, his insights equip brands to adapt, innovate, and thrive in today’s competitive omnichannel marketplace by embracing consumer-first strategies.

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