By: Lonwabo Mtyeku | Photo Credit: Supplied
Seen Here: Akshay Bhayroo, Business Development Head at FNB Credit Card. New FNB spending analysis shows evolving consumer behaviour ahead of Father’s Day, with strong growth in online planning, increased use of virtual cards and a significant late-week surge in retail spending driving opportunities for businesses and retailers. Photo Credit: Supplied
JOHANNESBURG – South African consumers are increasingly blending careful planning with last-minute decision-making when shopping for Father’s Day, according to new spending insights released by FNB.
Analysis of card spending trends from 2024 and 2025 reveals a distinct shopping pattern emerging among consumers, with many starting their purchasing journey online early in the week before turning to physical stores as Father’s Day approaches.
The findings provide valuable insight into changing consumer behaviour and the growing influence of digital payments, while highlighting opportunities for retailers ahead of one of the country’s key family-centred celebrations.
Online Planning, In-Store Purchasing
According to FNB data, nearly 40% of early-week Father’s Day spending takes place online, suggesting that shoppers are increasingly planning ahead and taking advantage of the convenience offered by digital platforms.
However, as the weekend draws closer, purchasing behaviour shifts noticeably. Between Thursday and Saturday, online spending declines significantly as consumers opt for in-store shopping to meet immediate gifting needs.
This trend highlights the continued importance of physical retail, particularly among shoppers making last-minute purchases.
“South Africans are becoming far more deliberate in how they shop for key calendar moments,” said Akshay Bhayroo, Business Development Head at FNB Credit Card.
“What we are seeing is a clear dual behaviour emerging. Customers plan ahead where they can, especially online, but still rely on physical stores when immediacy matters. That balance between convenience and urgency is shaping how spending unfolds in the days leading up to Father’s Day.”
Friday Emerges as the Key Shopping Day
One of the most significant trends identified by FNB is the sharp increase in spending on the Friday before Father’s Day.
The bank’s analysis shows that card spending surged between Thursday and Friday in 2025, with the pattern expected to continue and intensify in 2026.
Although spending typically softens slightly on Saturday, transaction volumes remain significantly higher than the weekly average, indicating that many consumers continue shopping right up until the celebration.
“Friday has effectively become the tipping point,” Bhayroo explained.
“It is when intent turns into action at scale, particularly for customers who may have postponed decisions earlier in the week. Retailers that anticipate this surge and position accordingly are better placed to meet that demand.”
Digital Payments Continue to Gain Ground
The research also points to the growing popularity of virtual cards and digital-first payment methods.
Virtual card usage increased substantially between 2024 and 2025, reflecting greater consumer confidence in secure digital transactions and online shopping.
“Growth in virtual card usage highlights how trust in digital payments continues to strengthen,” said Bhayroo.
“Customers are increasingly comfortable transacting digitally, but importantly, they are doing so in a way that complements rather than replaces traditional card usage.”
Despite the rise in digital payments, traditional bank cards continue to account for the majority of spending, indicating that South Africans are embracing a hybrid approach to payments rather than moving entirely away from conventional methods.
Experiences Gain Ground Alongside Traditional Gifts
The data reveals that Father’s Day spending is no longer focused solely on gifts.
Groceries remain the largest spending category, underscoring the importance of family meals and home-based celebrations. At the same time, expenditure on restaurants, accommodation and wellness experiences continues to grow, reflecting a broader shift toward experience-driven gifting.
General retail purchases remain strong, demonstrating continued demand for traditional gifts, while travel-related spending continues to fluctuate depending on holiday calendars and long-weekend opportunities.
Retailers Eye Key Consumer Trends
Looking ahead to Father’s Day 2026, FNB expects several key trends to shape consumer spending:
- Increased online shopping earlier in the week
- A significant shift toward in-store spending closer to Father’s Day
- Stronger Friday spending peaks
- Continued growth in virtual card and digital payment adoption
- Demand for both practical and experience-based gifts
The findings suggest that South African consumers are becoming more strategic in how they shop while still retaining an element of spontaneity when celebrating important family occasions.
Staying Safe While Shopping
As spending activity increases, FNB is encouraging customers to remain vigilant and make use of secure digital payment solutions.
The bank highlighted its Virtual Card feature, which includes a dynamic Card Verification Value (CVV) that changes every hour, helping to reduce the risk of online fraud and unauthorised transactions.
As families across the country prepare to celebrate Father’s Day, FNB’s latest spending analysis paints a picture of consumers who are balancing convenience with tradition, digital innovation with in-store experiences, and practical purchases with meaningful ways of showing appreciation for the fathers and father figures in their lives.
