Father’s Day 2025 is shaping up to be a unique retail event with shoppers spread almost evenly across channels. A major consumer survey finds that purchase activity will be split three ways: 39% of shoppers plan to buy Father’s Day gifts online, 38% at big-box retailers, and 33% at grocery stores. In other words, no single channel dominates – e-commerce, wholesale clubs, and even supermarkets will all capture significant Father’s Day spending. This same survey reports 62% of consumers plan to celebrate Father’s Day, and a striking 91% of celebrators intend to purchase something for the occasion. For jewellers, this broad distribution of shopping venues means competition – and opportunity – across both digital and physical retail.
Equally illuminating are the types of gifts buyers have in mind. The most popular purchases for Father’s Day are food – think barbeque supplies, special dinners, or treats – followed by general “gifts.” Among those specifically buying gifts, top choices are gift cards, apparel, and tools or home improvement items. This suggests many shoppers lean toward practical or easily personalized options. Jewellery is not yet a top-of-mind gift in these surveys, but this gap is exactly where savvy Canadian jewellers can create opportunity by positioning jewellery as an unexpected, meaningful gift for Dad.
Generational differences in gifting are also key. Gen Z consumers are far more likely to give a gift for Father’s Day compared to other generations. Younger shoppers want to give tangible gifts rather than just a phone call or card. Gen Z’s idea of a “gift” often skews toward experiences or consumables. On the other hand, Boomers gravitate toward gift cards, with over half of Boomers who are gifting opting for a gift card. For jewellers, this split underlines the need for a dual strategy: appealing to young gift-givers with actual products (including affordable, trendy jewellery pieces) while also accommodating older shoppers’ preference for gift cards or simple, classic items.
Canadian Jewellery Market Trends for Father’s Day
Recent Canadian surveys mirror these findings, with a few twists. Fewer Canadians overall celebrate Father’s Day compared to U.S. consumers. Nonetheless, a healthy majority of those who do celebrate will spend money on it. Roughly 61% of Canadians planned to make purchases for Father’s Day 2024, and 89% intended to spend the same or more than they did the year prior. This indicates a stable or growing spending intent in Canada, even with economic pressures.
Average spending in Canada remains fairly modest. Over half of Canadian Father’s Day shoppers typically spend more than $50 on gifts, with the largest segment spending between $51 and $100. A significant minority keep their budgets at $50 or less. High-ticket splurges are less common, but they do happen. This implies that jewellers should stock plenty of attractive gift options in the under-$100 range, while also offering a few premium pieces for those looking to indulge Dad with something special.
Most Canadians still shop in stores. Nearly 69% of Canadians say they shop in person for Father’s Day products. Big-box stores, department stores, and local jewellers see heavy foot traffic as the day draws near. Online channels are growing but still secondary. This means omnichannel presence is essential – your customers may research online but many will finish the purchase in a store, or vice versa.
Canadians are also last-minute gift buyers for Father’s Day. Only 57% plan their purchases at least a week in advance, meaning a large chunk are shopping in the final week or even the final day. The single busiest planning period is one week before Father’s Day. Jewellers must be ready to serve a wave of last-minute shoppers who need the perfect gift now.
Embracing Omnichannel & Last-Minute Digital Marketing
Given the even split between online and brick-and-mortar shopping, a robust digital marketing strategy with omnichannel integration is a must. The goal should be to meet Dad-gift shoppers wherever they are – on their phones, at their laptops, or in the store – especially during that critical last week.
Highlighting Buy Online, Pick Up In-Store (BOPIS) is essential. Many shoppers will research gifts online but hesitate on delivery timing. Offering BOPIS or curbside pickup can capture those last-minute customers. Coordinating omnichannel promotions ensures the message is consistent. If you’re running a Father’s Day special on men’s watches, ensure the promotion appears in email campaigns, social ads, and in-store signage. Geo-targeting last-minute ads can help draw in local traffic. Messaging like “Still need a gift for Dad? We’ve got you covered” can push undecided buyers into action. Social media should be used to showcase quick gift ideas. Posting short videos or image carousels of gifts under $200, with links to buy online or pick up in-store, keeps your store top-of-mind.
In-Store Merchandising Tailored for Men’s Gifts
Father’s Day is the perfect occasion to refresh your displays with a men’s gifting theme. Key areas of focus include watches, bracelets, rings, and classic accessories that men appreciate.
Creating a “For Dad” gift section near the entrance with watches, stainless steel or leather bracelets, cufflinks, and other accessories helps guide shoppers. Featuring men’s watches prominently, whether it’s a Swiss luxury timepiece or a stylish, affordable watch, positions them at eye level with signage indicating promotions. Displaying men’s jewellery on mannequins or models helps shoppers visualize. Cross-merchandising accessories such as pens, wallets, or sunglasses adds value to the display. Signage with messages like “For the Dad Who Has Everything… Give Something That Lasts” reinforces the emotional impact.
Inventory Planning and SKU Selection for Generational Preferences
Generational preferences should influence your inventory mix and marketing tactics. Younger shoppers tend to have smaller budgets but prefer giving tangible gifts.
Offering budget-friendly options like trendy bracelets, dog-tag necklaces, and stylish watches under $100 makes jewellery accessible. For middle-aged shoppers, including classic gold or sterling silver chains, cufflink sets, and watches in the $200–$500 range, offers elevated options. Catering to Boomers with gift cards, simple accessories, or pre-packaged gift sets addresses convenience. Stocking a range of styles to suit traditional and contemporary preferences ensures broad appeal. Using sales history to predict what will sell and adjusting stock accordingly increases efficiency.
Partnerships and Pop-Ups: Extending Your Reach via Big Box and Grocery
With 38% of shoppers heading to big-box stores and 33% shopping at grocery stores, jewellers can explore ways to collaborate or place products in high-traffic areas.
Partnering with big-box chains to feature lower-priced men’s pieces in Father’s Day aisles or catalogues opens new channels. Working with local grocery stores to place jewellery displays near cards or floral departments introduces jewellery to impulse shoppers. Collaborating with men’s clothing boutiques, barbershops, or other local businesses allows for co-promotional efforts. Creating pop-up events in malls or community markets with curated men’s gift selections extends reach. Highlighting Canadian-made products or locally sourced materials adds a unique value proposition.
Timing Promotions to Capture Last-Week Shoppers
Knowing that many consumers wait until the last minute, plan your marketing accordingly.
Raise awareness with blog posts, gift guides, and social media content. By mid-June, launch limited-time offers, extend hours, and ramp up urgency messaging. In the final days, offer gift cards, digital gifting solutions, and promote ready-to-wrap items. Keep inventory well-stocked for popular SKUs and train staff to handle last-minute rushes. Send daily reminders on social media and via email to maintain visibility.
Jewellers who embrace omnichannel marketing, thoughtful merchandising, and strategic timing can position jewellery as both a convenient and heartfelt gift. A watch or bracelet can be just as easy to buy as a bottle of wine – and far more lasting. By tuning into generational preferences, stocking appropriate price points, and promoting Canadian craftsmanship, jewellers can connect with Father’s Day shoppers in a way that delivers both sales and satisfaction.
