'Don't waste your money kids!' Britons ditch Father's Day gifts as cost-of-living bites

Father’s Day may still be marked with cards, chocolates and novelty gifts, but some retailers and families say the tradition of buying presents is beginning to lose its appeal as the cost of living continues to bite.

Jim Cox, who has worked in the gift industry for more than 30 years and runs Stay Lucky gift shop in Southsea, says spending has been noticeably lower this year.

“It’s picked up a bit this week, but probably not as much as I’d expect,” he said.

“Average basket size isn’t where I’d want it. People are spending less, being a bit careful.”

Mr Cox believes wider changes in consumer habits are also playing a role.

“A general trend in gifting is thinking maybe about experiences and spending time with people rather than necessarily buying stuff,” he said.

“We are reliant on the big gifting periods. Father’s Day is probably the weakest of the bigger gifting events.”

Among members of the public, opinions were mixed on the importance of the annual celebration.

“For me personally, I don’t really find it’s important,” one man said. “Don’t waste your money kids, it’s alright, you’ve got better things to spend it on.”

One woman said the tradition had declined in recent years. “I think it’s gone, I think the kids of today are more for themselves. I think it should come back and I think it should be taught to the children to appreciate their parents.”

Others argued that Father’s Day should be about appreciation rather than spending.

“You should appreciate your parents every day of the year,” another man said. “It doesn’t have to be about monetary value, even just a made-up card with a piece of A4 paper. Even if you just give your dad a hug and tell him you love him.”

A fourth added: “We tend to think too much about the money side of it. I don’t think that’s important. I think the more important thing really is to make sure that you have some time and just say, well thanks dad for what you’ve done.”

As household budgets remain stretched, Father’s Day appears to be shifting away from presents and towards something less costly – quality time.

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