Father's Day insights

Learn what customers are looking for when shopping for Pop.

Dad is more important than ever

With more dads working from home and building stronger bonds with their kids, customers felt closer to their fathers in 2024 than ever before.1

Walmart customers spent significantly more money on celebrations and gifts to honor their paternal figure than pre-pandemic times,2 with 69% of shoppers buying gifts at Walmart.3

Making Dad happy is simple

All Dad wants is a good meal and a heartfelt card.4 But moms and partners don't stop there. More than half of significant others are also buying gifts for Dad.2

Top gifts Walmart shoppers bought for Father's Day5

Top Father's Day purchases

While gifts make the day more special, it all circles back to fathers wanting to spend the day having a good meal with their family.

Top 3 ways shoppers celebrated Father's Day:3

Top Father's Day activities
Father's Day product tips
When are Walmart customers shopping for Dad?

With 2024 inflation lingering in the back of customer' minds, they continue to look for a good value for Dad's gift.3

Walmart customers are starting their research about two weeks before the holiday looking to score top deals for their Pop!

father's day product tips

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Sources: 1NPR. “For many dads, the COVID pandemic brought new perspectives on fatherhood,” June 2022. 2NRF. Father’s Day Spending to Total $22.4 Billion, June 2024. 3Walmart Father’s Day Lookback Survey, first-party data, Walmart Spark Community, provided by Walmart Luminate 2024; Study conducted by Walmart Connect's Media Insights Survey Team. 4YouGov. “What do American dads want for Father’s Day? (a third say 'nothing),” May 2024. 5Walmart first-party data, Sept. 2024. Reflecting Apr. 27–July 20, 2024. “Father’s Day” dates were May 25–Jun 22, 2024. 6Walmart Fast Facts 2024 Survey, first-party data, Walmart Customer Spark Community, provided by Walmart Luminate, March 2024.