Father’s Day gifting is no longer about generic ties or coffee mugs, 2025 marked a clear shift in consumer behavior. Buyers are now leaning toward premium grooming kits for dads, and this trend is reshaping both retail performance and brand visibility across the U.S.
From 2024 to 2025: A Surge in Grooming Gift Demand
1. Overall Spending Bounce:
In 2024, Father’s Day spending reached $22.4 billion, nearly matching the previous record, with an average spend of $189.81 per person
Fast-forward to 2025, and projections forecast a new high of $24 billion, with average per-person spend approaching $200
2. Growth in Personal Care:
Personal care items were already the fastest-growing gift category in 2024—climbing from $0.9 billion in 2019 to $1.6 billion—and composed 31% of all gifts
Consumer preferences have further shifted toward unique and memorable gifts, boosting demand for grooming sets.
Last Year’s Retail Highlights: Who Delivered in 2024?
1. Department & Specialty Stores:
Notably, Tailored Brands and similar retailers saw strong Father’s Day sales across clothing and gift categories though grooming items weren’t yet headline-grabbers
2. Beauty Retail Expansion:
In 2024, UK stores like Boots experienced a 14% increase in male beauty shoppers, while US retailers such as Sephora doubled male interest from 2020 to 2024 store.
3. Online Channels Thriving:
E-commerce remained dominant 42% of gift purchases were online in 2024.
Retailers that leaned into grooming especially high-end skincare and beard-care kits were ahead of the curve. But last year, many hadn’t optimized Father’s Day kit bundles yet.
2025 Shift: Where Grooming Kits Shine and Who’s Winning
1. Luxury Brands in the Spotlight:
Premium names such as Buly, Dries Van Noten, and Dunhill are making waves as premium shaving and skincare kits take center stage.
2. Fragrance & Sport Meets Grooming:
Jo Malone London is leveraging the Super Bowl to reach male consumers, catalyzing its fragrance lineup including the growing “Mr Malone” range
As fragrance integrates into grooming culture, these efforts fuel broader kit appeal.
3. Unified Kit Trends:
Curated gift boxes: combining beard oil, balm, comb, and scissors—have become favorites for purposeful gift-buyers.
Regional Uptick: Cities & States Leading the Spike
1. New York City:
Urban stores (like Bergdorf Goodman, Liberty) have seen strong demand for grooming kits reflecting the city’s trend toward premium Father’s Day gifts.
2. Los Angeles:
Strong cross-visits between fashion retailers and beauty outlets helped drive grooming sales.
Uppercut Deluxe: This brand, rooted in classic barbershop tradition but with a modern twist, experienced a significant uptick in gift purchases. Their high-performing pomades and hair-care essentials priced under $25 became go-to Father’s Day gifts in L.A. markets eager for affordable yet authentic grooming products.
Jo Malone London: Though not exclusive to grooming kits, Jo Malone’s curated fragrance and skincare bundles (including their "Mr. Malone" range) showed strong interest in L.A.'s upscale gift-buying segment.
3. Miami:
Known for lifestyle-conscious buyers, Miami had one of the highest spikes in self-care gifting for men.
Wrapping Up
From last year’s baseline performance, Father’s Day gifting is evolving, grooming kits are becoming the gift of choice. As overall spending climbs to a projected $24 billion, brands that deliver quality, style, and meaning especially in strong markets like New York, Los Angeles, and Miami will be the top contenders. For your brand or store, the time to lean into curated grooming is now.
