Spending on this year’s Father’s Day, which is set to take place 21 June, is expected to hit a new record and benefit restaurants and retailers rolling out promotions for the holiday.
Spending on Father’s Day is expected to reach USD 27.9 billion (EUR 24.1 billion), which would represent a nearly USD 4 billion (EUR 3.4 billion) increase from the previous record of USD 24 billion (EUR 20.7 billion) that shoppers spent last year, according to the National Retail Federation (NRF) and Prosper Insights & Analytics’ annual survey.
“Despite economic pressures, Father’s Day remains just as important to shoppers as in years past,” NRF Chief Economist and Executive Director of Research Mark Mathews said in a release. “In order to make the holiday fit their budgets, shoppers are pulling back in other spending areas. Retailers continue to meet consumer needs by offering items at affordable prices.”
To that end, grocery stores are especially expected to benefit from the anticipated record spending, as 44 percent of consumers say they plan to grill or barbecue for Father’s Day while 30 percent will be cooking or baking, according to Numerator’s 2026 Q2 Holiday Preview.
Playing off those trends, grocery stores can increase their sales leading up to Father’s Day by promoting seafood options that customers can grill, 210 Analytics Principal Anne-Marie Roerink told SeafoodSource.
“That creates a very different opportunity for seafood at retail, particularly in grilling, entertaining, and premium meal solutions,” Roerink said.
Alongside Memorial Day, Independence Day, and Labor Day, Father’s Day is one of the key grilling holidays in the U.S., and as a result, the seafood department is competing heavily with the meat department.
“Seafood has an opportunity to win at retail by positioning itself as a grilling and entertaining solution,” Roerink said, adding that while burgers, steaks, and hot dogs remain the traditional center-of-plate choices, many consumers are looking to add variety to the grill, creating opportunities for shrimp, salmon, tuna steaks, lobster tails, skewers, and value-added seafood products.
Promotions can also include cross-merchandising with grilling sauces, marinades, fresh produce, side dishes, and beverages to create complete meal solutions, she said.
“Seafood's versatility is a major opportunity during Father's Day. It can serve as the centerpiece of the meal, complement traditional grilled proteins, or provide a premium upgrade for shoppers looking to make the occasion feel special. Positioning seafood around grilling inspiration, entertaining ease, and elevated experiences can help retailers capture a larger share of Father's Day spending,” Roerink said.
Besides grilling, Roerink said there are also opportunities for retailers to promote seafood appetizers, party trays, dips, and prepared items if hosting a gathering.
As a result, the holiday should help build upon momentum that seafood trays have already enjoyed this year. Roerink said that the shift from restaurant to home dining and gatherings has led to a surge in sales of seafood trays, which rose 34.4 percent by value and 7.3 percent by volume in the first quarter of this year.
As for foodservice, Suzy Badaracco, the president of consulting firm Culinary Tides, said restaurants will benefit from “experiential dining and emotional celebration spending.”
Restaurants that are likely to perform well this Father’s Day are the ones packaging seafood as part of a complete experience rather than simply offering expensive entrées, she explained.
For example, chains like Red Lobster have historically leaned into family-style seafood bundles and shareable platters around holidays because they reduce ordering stress for groups while still feeling celebratory, per Badaracco.
Another seafood chain, Bonefish Grill, has also been successful positioning seafood through approachable premium experiences, such as seafood paired with cocktails, brunch offerings, and lighter preparations that “feel elevated without becoming intimidating or overly formal,” Badaracco said.
Numerous restaurant chains began marketing Father’s Day specials and menus early this year. For instance, Ruth’s Chris Steak House, owned by Orlando, Florida, U.S.A.-based Darden Restaurants, began emailing customers in mid-May about its Father’s Day brunch, which includes entrees such as Shrimp & Grits and a Lobster Frittata.
