By Brendan Straw, Country Manager for Shopfully, Australia
New research from Shopfully, the global powerhouse in drive-to-store marketing, reveals that 78% of Aussies are gearing up to spoil Dad this Father’s Day, proving that even amid persistent cost-of-living pressures, generosity isn’t off the table. In fact, 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.
So, what’s likely to land in Dad’s lap? Top picks include wardrobe upgrades (51%), tasty indulgent food and drinks (41%), tools and hardware (32%) – naturally – and tech treats like electronics and gadgets (26%).
But while Aussie shoppers are opening their wallets, they’re also sharpening their smarts. Consumers are planning earlier, comparing prices, and making considered choices. For retailers, the message is clear: tapping into these strategic shopping behaviours is key to winning a spot as this year’s Father’s Day gift.
Online to In-store for the Win
Finding the perfect gift for Dad is never simple. Shoppers are thoughtful in their approach – balancing budget with emotion to find something meaningful. While data reveals one in five shoppers will look online and in-store as part of their shopping journey, at least half (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.
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. But more importantly, it highlights the power of a truly connected omnichannel strategy – one that guides the shopper from digital discovery through to in-store decision with consistency, convenience and care. Those who get it right won’t just win the basket – they’ll win lasting loyalty.
The Sweet Spot: What Shoppers Are Buying
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. The ideal Father’s Day gift, then, 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? Spotlight gifts that feel meaningful and premium, without the hefty price tag.
To capture this demand, retailers should concentrate promotions on the categories shoppers are already prioritising. By showcasing gifts that hit this preferred price point, meaning, and function, retailers not only help customers feel confident in their purchase but also build lasting trust that strengthens loyalty long after Father’s Day.
Meet Shoppers Early
While a quarter of shoppers plan to spend more this year, one thing hasn’t changed – Australians remain savvy and value-focused. They’re seeking gifts that strike the perfect balance: meaningful, practical, and worth every dollar. And that means planning ahead to make sure Dad gets just the right one.
Shoppers are browsing print and digital catalogues (71%), visiting stores early to spark ideas (36%), and researching online for inspiration (23%). And 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. By extending deals and ensuring strong in-store availability right up to the big day, retailers can engage this audience and convert those final, spontaneous purchases.
Building Loyalty Through Sentiment
Father’s Day isn’t just about spending; it’s about appreciation. 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.