Father’s Day spending set to lift gold jewelry and men’s accessories
Yellow-gold chains, watches and bracelet stacks are emerging as Father’s Day winners as NRF projects a record $27.9 billion in spending.
A yellow-gold chain worn with a T-shirt may be this year’s most practical Father’s Day gift. As spending on the holiday heads toward a record, jewelers are betting that men’s accessories will pull more attention than greeting cards and gift cards alone.
The National Retail Federation projected Father’s Day spending at $27.9 billion, up from the previous high of $24 billion last year. The average planned spend reached $226.58 per person, and 77% of consumers said they planned to celebrate Father’s Day on Sunday, June 21, 2026. The survey covered 7,914 U.S. consumers, and NRF has run the annual poll with Prosper Insights & Analytics since 2003.
That spending pool is widening the lane for gold jewelry that feels easy to wear, not precious to the point of staying in a box. Kay’s Father’s Day guide puts men’s chain necklaces, watches, rings, personalized jewelry and bracelets at the center of the season, with chain necklaces still described as an all-time favorite for dads and other men. The look that stands out is straightforward: classic chains, layered bracelet stacks and yellow-gold pieces, including a semi-solid 10k gold figaro chain necklace from Kay.
Watches remain the other major accessory story, because they straddle utility and sentiment in a way jewelry often has to work harder to do. Kay’s guide points to sporty smartwatches and classic leather-strap styles, a mix that makes Father’s Day less about a single dressy purchase and more about something men can wear every day. Ashley Bigbee, vice president of merchandising for Kay Jewelers, has framed the holiday as a moment for gifts that feel stylish and useful, the kind that remind dads they are seen, valued and loved.
The category still has room to grow. NRF’s own gift list has long been led by greeting cards, clothing, special outings and gift cards, and a 2025 NRF-linked summary showed jewelry outside the top Father’s Day purchases. That gap is exactly why jewelers are leaning into concrete, wearable formats now: a gold chain, a bracelet stack or a watch does not compete with the holiday’s sentiment, it makes it visible.
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