Father’s Day grilling promotions expected to boost seafood sales

"It is very important for seafood to come out of the department and be part of Father’s Day merchandising sets."
More Americans are planning to celebrate Father's Day in 2024
More Americans are planning to celebrate Father's Day in 2024 | Photo courtesy of Monkey Business Images/Shutterstock
6 Min

As more Americans plan to celebrate Father’s Day on 16 June and hold cookouts this summer, June retail seafood sales are likely to shift upwards.

Fathers Day spending is expected to reach a near-record of USD 22.4 billion (EUR 20.9 billion) this year, according to an annual National Retail Federation and Prosper Insights & Analytics survey. That is the second-highest figure in the surveys history and nearly meets last years record of USD 22.9 billion (EUR 21.3 billion).

Three-quarters of U.S. consumers plan to celebrate Fathers Day this year, according to the survey. Those shopping for Fathers Day plan to spend USD 189.81 (EUR 176.71) on gifts and celebrations, slightly below last years record of USD 196.23 (EUR 182.50).

While spending on these gift categories is mostly in line with last years record numbers, they are still significantly above pre-pandemic spending,” Prosper Executive Vice President of Strategy Phil Rist said. This is especially true in clothing, personal care, tools and appliances, electronics, home improvement items, gift cards, and special outings, which have all increased by USD 500 million [EUR 465 million] or more since 2019.”

Given consumers’ economic concerns, pocketbook pressures are leading more consumers to celebrate dad at home rather than going out to eat, according to Anne-Marie Roerink, principal at Lakeland, Florida, U.S.A.-based research and advisory firm 210 Analytics.

“Weather permitting, that often includes cookouts and it is very important for seafood to come out of the department and be part of Fathers Day merchandising sets,” Roerink told SeafoodSource.

With Fathers Day falling in June, grill-focused presents and food promotions often take a prominent spot in grocery stores, according to Roerink. Steak, brisket, surf and turf, salmon on cedar planks, salmon kabobs, and other dishes are frequent inclusions in retailers’ ads with eye-catching promotional prices. 

They are also front and center in in-store merchandising. For instance

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