Sunday, 15 June is Father’s Day in the UK: a chance to show our dads just how much they mean to us – to turn the tables and take care of the guys who took care of us. But whatever our intentions, new YouGov data highlights a potential problem: they mostly aren’t bothered about it.

Some three in ten British dads feel indifferent to Father’s Day (29%), and a similar proportion say they’d prefer to treat it like any other day (28%). That’s 57% who don’t have strong feelings about the occasion one way or another.

Enthusiasm is a bit higher among fathers of under-18s, with 13% excited about Father’s Day compared to 8% of British dads in general; a similar proportion say they feel optimistic (10% vs. 7%). Nonetheless, the most common feelings reported are apathy (21%) or a preference to treat it as a non-event (22%) – so maybe the best thing many Britons can do for their fathers on 15 June is simply leave them alone.

What are Britons planning to buy their dads? 

So what about Britons who are celebrating their dads? 

Some plan to spend nothing (5%). Most (55%), however, plan to spend less than £30, and just 32% plan to spend more. We also asked about specific gifts, and there are a wide variety.

Some 12% don’t plan to give their dads anything at all. Outside of this group, the most common gifts Britons with living fathers expect to purchase are clothes (22%), followed by chocolates (21%), personalised items (15%), and food (15%).

Some 12% report that they intend to buy their dads gift cards, with 8% planning to purchase flowers. With around two weeks to go until Father’s Day, a fifth (20%) say they don’t know what they’re going to get.

On that topic, we asked a separate question about when Britons plan for Father’s Day. Just over a third (35%) of Britons whose dads are still alive say they sketch it out a week in advance (35%), with nearly as many (32%) saying they do so 2-3 weeks ahead of the day. Just 12% say they plan it more than a month in advance – and 15% say they don’t plan it at all.

When buying a Father’s Day gift, most Britons say the thing that makes them most likely to shop at one retailer over another is competitive pricing (59%), followed by a positive history with the retailer (42%), loyalty rewards/points (31%), and exclusive products/bundles (29%). So quite a few Britons may be holding off on purchasing a gift until they can find the right deal at the right shop.

Most Britons who have had a parent pass away want to be able to opt out of Father’s Day/Mother’s Day promotions

Father’s Day and Mother’s Day aren’t always celebratory occasions, particularly for those who have lost a parent. Some retailers have taken to sending emails allowing consumers to opt out of receiving promotions relating to these occasions. Some have argued that this practice should become more widespread, although it has not been without criticism.

Our data shows that most Britons who have lost a parent don’t get particularly upset when they receive communications about Father’s Day or Mother’s Day (78%), but most would still appreciate the choice.

Overall, 62% would prefer to receive an opt-out email ahead of these occasions, with just a quarter (23%) saying they would not.

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YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 28-29 May 2025, with a nationally representative sample of 2,326 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates. Learn more about YouGov Surveys: Serviced.