Beyond Ties and Tools: 3 Trends That Are Shaping Father’s Day Advertising

With Americans spending over $22 billion on Father’s Day two years in a row (2023 and 2024), the holiday remains a significant seasonal opportunity for advertisers. But our research shows that brands relying on past strategies to connect with Father’s Day shoppers should revisit their approach this year. Both what dads want and how consumers shop for this holiday are evolving.

To understand what drives advertising success during the Father’s Day season, we analyzed MNTN Performance TV data alongside broader market research. Our findings reveal several emerging trends that could give your 2025 Father’s Day campaign a competitive edge.

1. Personalized Gifts Are Having a Moment

There’s nothing like receiving a gift that makes you think, “This person gets me.” Just look at the increasing popularity of the personalized gifts industry — think monogrammed athletic wear or customizable photo albums — it’s expected to grow by $10.76 billion in the next four years. A key piece to this is seasonality, and holidays like Father’s Day are setting the tone.

“The personalized gifts market exhibits seasonal buying patterns, with a considerable portion of customers making purchases only for special occasions or festive seasons,” Technavio reported. “Notable occasions driving substantial sales in this market include Father’s Day, Mother’s Day, and Valentines Day. To cater to these seasonal demands, market vendors must adapt their product offerings by updating existing personalized gift portfolios or introducing new items in their personalized gift lines.”

This echoes a report from the National Retail Federation that found that nearly half (47%) of Father’s Day shoppers said “it’s most important to find a gift that is unique or different.”

Even our own first party data told a similar story. A group of MNTN advertisers who fall under the “personalized gifts” category experienced notable performance improvements during the 2024 Father’s Day season — return on ad spend (ROAS) grew steadily in the weeks leading up to the holiday, then saw a particularly sharp increase the week after.

While ROAS increased, two other key metrics decreased (for the better): cost per acquisition (CPA) and cost per view (CPV) both trended downward from the week of Memorial Day through the week after Father’s Day.

Even brands that don’t technically fall under the “personalized gifts” umbrella can capture Father’s Day shoppers seeking unique gifts. By highlighting product features that allow for personalization, or by positioning offerings as distinctive alternatives to traditional Father’s Day presents, companies can tap into consumers’ desire for more meaningful gift-giving experiences.

2. The Great Outdoors Is Calling Dads

Plenty of consumers stress over what to get the dads in their lives for Father’s Day. The answer is more straightforward than they might think — 58% of dads say they simply want to spend time with their children on Father’s Day. What this time spent looks like can vary, but being outside is a priority. The large majority of dads (75%) reported that their perfect Father’s Day is one where they can be outdoors, doing activities like hiking, camping, barbecuing, and fishing.

Our data from 2024 indicates that Father’s Day gift givers already had their outdoor-loving dads in mind. MNTN advertisers in the recreation and hobbies and interests industries saw strong average conversion rates from Memorial Day through the Father’s Day season.

3. Strengthening Omnichannel Advertising Strategies Is Vital

While some holidays typically drive more people to shop in-store as opposed to online — or vice versa — Father’s Day has a nearly even split. The majority of consumers (45%) said they’d shop for Father’s Day gifts at a big box store, with only 6% fewer (39%) said they’d buy online.

To respond, advertisers need to shift their strategies to adapt to these shopper behaviors. Developing new and/or strengthening existing omnichannel strategies could be the key to this.

“Omnichannel has matured into more than just integrating online and in-store,” reported Retail Dive. “In 2025, it’s about delivering adaptive, hyper-personalized experiences that anticipate customer needs across every touchpoint.”

One channel that can be an effective addition to a powerful omnichannel strategy is Connected TV (CTV). MNTN customers from a variety of industries are successfully using CTV to drive long-term business growth during the Father’s Day season. Our advertisers with a seasonal tie-in to the holiday experienced a 43% year-over-year (YoY) increase in average conversions when comparing the 2024 Father’s Day season to the same time period in 2023.

Maximize Your Impact This Father’s Day

Father’s Day offers valuable opportunities for brands who understand what today’s gift-givers are looking for. As personalization continues its upward trend and outdoor experiences top dads’ wish lists, advertisers should adapt their product messaging accordingly. The nearly equal split between online and in-store shopping demands strong omnichannel strategies, with CTV proving to be particularly effective for reaching high-intent audiences.