Father’s Day spending in the US is set to reach a record $24 billion this year, according to the National Retail Federation (NRF) and Prosper Insights & Analytics. While the total spend is rising, jewellery is noticeably absent from the list of top gift choices.

Unlike Mother’s Day, when jewellery topped the charts with a projected $6.8 billion in sales, Father's Day purchases are leaning more towards experiences, clothing, gift cards, and grooming products. In fact, 58% of shoppers plan to buy greeting cards, followed by clothing (55%), special outings (53%), and gift cards (50%). Jewellery didn’t make the list.

“Consumers are looking for gifts that create special memories or feel personal, and that’s pushing spending into categories like outings and subscription boxes,” said Phil Rist, EVP of Strategy at Prosper. “There’s a clear preference for experiential or practical gifts when it comes to dads.”

The average Father’s Day spend is $199.38 per person, nearly $10 more than last year. However, even with rising budgets, fine jewellery doesn’t appear to be part of the plan—highlighting a notable contrast to Mother’s Day, where jewellery is often considered a must-have gift.

As retailers gear up for Father’s Day, the message is clear: while spending is strong, jewellery remains more closely tied to celebrating mums than dads.