With sentimental spending on Father’s Day predicted to reach a record amount this year, jewelry brands are hoping the increased attention on men’s fashion and accessories translates into more jewelry and watches as gifts.

“Father’s Day is about honoring dads and father figures with gifts that feel both stylish and useful,” says Ashley Bigbee, vice president of merchandising for Kay Jewelers. “Dads are looking for gifts that remind him that he’s seen, valued, and loved.”

The National Retail Federation (NRF) said its annual consumer survey indicated that spending for Father’s Day 2026 would total about $27.9 billion, surpassing last year’s record of $24 billion. Another poll, by PricewaterhouseCooper (PwC), found that 72% of respondents plan to buy gifts for Father’s Day and that consumers would spend an average of $93 on them.

“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 statement. “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.”

Phil Rist, NRF’s executive vice president of strategy, noted, “While nearly every gift category is seeing an increase in planned spending this year, electronics and personal care items have the largest gains. These items reflect consumers’ focus on giving dad practical and popular gifts, especially products that help make his life easier.”

That sought-after practicality applies to jewelry, Bigbee tells JCK. For Father’s Day, she says Kay is seeing an interest in jewelry staples that can be worn to work and for dressier or leisure occasions.

“Modern dads are gravitating toward pieces that feel both stylish and sentimental. This could be classic chain necklaces, layered bracelet stacks, and versatile silver and mixed-metal designs with a personal twist, such as custom engravings, initials, important dates, and family-inspired details,” says Bigbee.

“These gifts are not only stylish but also carry emotional significance,” she adds. And that’s where jewelry meets other consumer preferences for Father’s Day gifting: When NRF asked about the most important quality of a Father’s Day gift, 44% of respondents named “unique or different,” and 34% said “one that creates a special memory.”

Bigbee says the men’s jewelry market overall is being driven by a desire for accessible luxury, self-expression, and pieces that transition between casual and special.

“We’re seeing men gravitate toward wardrobe staples such as classic Cuban or curb chains, watches, and layering bracelets in stainless steels and yellow gold,” Bigbee says. “A simple chain adds polish without feeling overdone, while different metal types are an easy way to introduce personality into everyday looks.

“Ultimately, the modern jewelry wardrobe is less about collecting numerous pieces and more about investing in a few timeless, high-quality items that feel authentic, tell a story, and can be worn every day,” she says.

The NRF survey, conducted the first week of May by Prosper Insights & Analytics, involved over 7,900 consumers. More than three-quarters of them (77%) said they plan to celebrate Father’s Day. People will spend an average of $226.58 each on Father’s Day, up from the previous record of $199.38 in 2025, the NRF said.

“Father’s Day 2026 reflects an evolving holiday,” PwC said in its report. “Younger generations are reshaping the holiday through increased spending, subscriptions, and digitally influenced shopping behaviors.”

Top: Kay Jewelers says jewelry wardrobe basics such as chains are selling well for men this year and anticipates the same for Father’s Day. (Photos courtesy of Kay Jewelers)

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