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The Why Behind the Buy: The Emotional Drivers Behind Father’s Day Spending

Tricia Allen
VP Business Development

June 13, 2025

At Reticle, we talk a lot about the why behind the buy, especially during high-emotion moments like Father’s Day. It’s not just about when people are spending; it’s about what’s motivating them in the moment.

This year’s record $24B in Father’s Day spending isn’t just about cards and gift cards, it’s about connection. When 53% of shoppers are planning a special outing, they’re looking to create a memory. These are emotional choices, not just shopping behaviours.

That’s exactly where Reticle comes in. Our platform helps brands tap into the emotional triggers, like nostalgia, appreciation, and togetherness, that drive real impact. Whether you’re locking in Q4 or thinking ahead to next year, we can help you:

  • Align your media and messaging with the emotions that matter most

  • Spot the cultural moments and micro-occasions that actually move your audience

  • Optimize toward emotional signals that boost performance, not just impressions

Because the brands that win aren’t just on the calendar. They’re in the moment.

Let’s connect if you want to make your next campaign feel a little more human, and a lot more meaningful.

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