Majority of Brits have "Never Forgotten" Father's Day but Dads Beg to Differ

Jun. 22, 2026

New research by Product of the Year, polling 1,500 consumers across Facebook, X and Instagram, reveals a gap between what Brits think their dads want versus what they actually want.

Money talks

Brits may be splashing out on Father’s Day gifts unnecessarily, according to the research, dads are often happier with less. While almost four in ten (38%) gift-givers spend more than £25 on Father’s Day presents, nearly three-quarters of fathers (72%) say gifts should cost no more than £25. The biggest spending bracket among shoppers was £10-£25 (46%), but almost one in three (32%) admitted spending between £25 and £50. In contrast, just one in five dads (20%) believe that level of spending is necessary. The findings suggest many fathers value the thought behind the gift more than the price tag, with nearly a quarter (24%) saying less than £10 is perfectly acceptable – compared to just 16% of gift-buyers who keep spending that low.

Presence over presents

Nearly half of those polled (48%) optimistically think their dad's greatest wish is to spend quality time with family and fortunately… the majority of dads (42%) agree. For almost a quarter (22%) the best present of all is to be left alone, and 31% are just quietly hoping someone will take them to the pub. Most surprisingly, gifts came last. Only 5% of dads said that's what they're after. Perhaps it was all those novelty socks?

Get the dad look

Pulled up jeans, hands behind the back and a slow-leaning walk – the simplicity of the ‘dad’ look is a beautiful thing. When asked what the most quintessential traits are, the nation ranked falling asleep on the sofa mid-programme as the number one dad move (46%), closely followed by developing an inexplicable obsession with bins, the weather or the lawn (39%). Grunting while sitting down got 10% of the vote. Cargo shorts, somehow, only 4%.

Helga Slater, Joint Managing Director of Product of the Year, says: “It turns out dads aren’t asking for much – a bit of family time, a trip to the pub, or simply being left alone for five minutes! For brands, there’s a lesson in that. The products and campaigns that win hearts are often the ones that quietly solve real needs, not the ones making the biggest noise. And if nothing else, maybe give the novelty socks a rest this year.”

Product of the Year, the UK’s largest survey of product innovation, is now open for entries to the next awards.