Father's Day Spending Surpasses Mother's Day: Average Gift Price Hits Annual High of ¥10,426 According to Rakuten Data of 117,033 Users

Sanc Co., Ltd. (Headquarters: Hamamatsu City, Shizuoka Prefecture; CEO: Koichi Kato), operator of the online shop 'Gochiso Honpo', has announced the 2026 Father's Day gift trends based on an independent analysis of purchasing behavior data from 117,033 users on Rakuten Ichiba (including access, browsing, and purchase data from January 2025 to February 2026).

The analysis revealed the following three key trends:

- The average gift unit price for Father's Day (June) was ¥10,426, the highest among all 12 months of the year. This is 29.7% higher than Mother's Day (May) at ¥8,041. - The average spending of repeat customers reached ¥15,480, which is 1.8 times that of new buyers (¥8,607). The experience of 'giving again because it was well-received last time' is driving high-priced purchases. - Sales during the Father's Day month grew rapidly by +47.4% year-on-year. The market for 'gifting a home dinner to dad' is expanding.

Father's Day Average Gift Price of ¥10,426 is the Highest of the Year A monthly analysis of the purchasing behavior of 117,033 users showed that the average gift price in June, when Father's Day demand peaks, was ¥10,426, making it the highest amount of the year. This was 29.7% higher than the ¥8,041 recorded in May for Mother's Day, and 17.3% higher than the annual average gift price of ¥8,887.

Ranking | Month | Average Amount | Primary Demand/Event 1st | June | ¥10,462 | Father's Day 2nd | November | ¥9,554 | Year-end gifts (Oseibo) 3rd | July | ¥9,362 | Summer gifts (Ochugen) 3rd | September | ¥9,362 | Respect for the Aged Day 10th | May | ¥8,041 | Mother's Day

The psychological sentiment of 'getting something a little nicer for dad' is clearly reflected in the purchasing data. While the 'slight luxury' range of ¥5,000 to ¥8,000 accounts for 55.5% of sales for Mother's Day gifts, there is a stronger tendency for products priced at ¥8,001 or higher to be chosen for Father's Day.

The 'Giving Again Because It Was Well-Received' Effect Seen in the Numbers When analyzing June buyers by new versus repeat customers, the average gift price for repeaters reached ¥15,480, which is 1.8 times the average of ¥8,607 for new buyers. This difference is prominent compared to other months.

Month (Event) | New Buyer Avg | Repeat Buyer Avg | Difference Multiplier May (Mother's Day) | ¥7,692 | ¥9,176 | 1.2x June (Father's Day) | ¥8,607 | ¥15,480 | 1.8x December (Oseibo) | ¥8,140 | ¥10,304 | 1.3x

The 1.8x figure represents the psychology of repeat customers who think, 'Dad was so happy with the last gift, I want to give him something even better this time.' In fact, the number of repeat buyers in June more than doubled year-on-year, creating a cycle where one positive purchase experience leads to high-value repeat purchases the following year.

Father's Day Sales Up 47.4% YoY: The 'Home Dinner x Dad' Market is Growing Rapidly June 2025 YoY Data | Growth Rate Overall Sales | 147% (+47.4%) New Buyers | 106% (+5.6%) Repeat Buyers | 208% (+108.3%) Repeat Sales | 316% (+215.5%)

Notably, repeat sales surged by +215.5%. While the increase in new buyers remained at +5.6%, sales from repeaters expanded more than threefold. This indicates that customers who purchased gifts from the shop for Father's Day in 2024 returned in 2025 to buy even higher-priced items. The data suggests that the consumer behavior of 'gifting gourmet food to dad' is not a passing fad but a trend that is establishing itself and growing year by year.

Top 5 Best-Selling Products Rank | Product Name 1st | Large Spiny Lobster Thermidor 2-Meal Set 2nd | Spiny Lobster Thermidor 2-Meal Set (Pre-baked) 3rd | Lobster Thermidor 2-Meal Set 4th | Dinner Set for Two (Lobster + Hamburg Steak + Soup) 5th | Lobster Thermidor 10-Meal Set

For Father's Day, in addition to the top 3 individual Thermidor items, there is a higher order ratio for premium products like the 4th-ranked 'Dinner Set for Two' (¥8,520) and the 5th-ranked '10-Meal Set' (¥16,200). Dining scenes unique to Father's Day, such as 'a special dinner for mom and dad to enjoy together' or 'a party table surrounded by the whole family,' are reflected in the purchasing data.

75% of Buyers are New to 'Father's Day Gifts' An analysis of the buyer composition in June 2025 showed that new buyers accounted for 75%. This is on par with the 77% new buyer rate for Mother's Day (May), indicating that Father's Day is also a special occasion when demographics that do not typically use gourmet e-commerce make purchases.