Many dads will likely be celebrating with a 6-pack this weekend, as beer tops the list of planned bev-alc purchases for Father’s Day celebrations.
In a survey of 5,900 consumers, Numerator found that 62% plan to celebrate the holiday, which falls on June 15. Of those, 91% expect to make related purchases to host gatherings and/or give gifts.
For the 21% of Father’s Day revelers planning to purchase bev-alc, 73% say they will buy beer, far outranking wine (38%) and spirits or spirits-based drinks (37%).
Those beer purchases are largely intended for consumption during Father’s Day gatherings, as beer and other bev-alc products do not rank among the top gifts respondents plan to purchase. Gift cards (42%) were No. 1, followed by clothing (34%) and tools or other home improvement supplies (23%).
The top purchase planned for gatherings and parties is food (61%), followed by gifts (55%), bev-alc (21%) and non-alcoholic beverages (14%).
More than one-third (34%) of respondents said they plan to grill or barbecue at home, 28% plan to cook at home via other methods and 25% said they plan to go out for a meal.
In 2024, Father’s Day was the second most valuable Sunday of the year for bars and restaurants, following Mother’s Day, according to CGA, the on-premise data arm of market research firm NIQ.
Venues recorded an average sales velocity uptick of 43% compared to the year’s average Sunday, which CGA credited to increases in check value (+27%) and number of tickets (+13%). Fine dining restaurants won the holiday with an 82% increase in velocity, due to increases in traffic (+39%) and check value (+33%).
Father’s Day was most valuable for Texas (+51% increase in velocity) and Illinois (+49%) compared to other tracked markets.