1 in 4 Brits would rather celebrate Mum on Father’s Day

New research from thortful suggests Father’s Day can feel more complicated than the usual dad-focused messaging. The card retailer has launched a new range aimed at people who want to mark the day honestly, including those who would rather celebrate Mum. Why it matters: - thortful’s findings point to a wider gap between Father’s Day marketing and how many families actually experience the day. - The research suggests some people want options that reflect absent, strained or complicated relationships with dads. - The new card range is meant to give shoppers a less awkward way to acknowledge those realities. What happened: - thortful said new research found 1 in 4 Brits would rather celebrate their Mum on Father’s Day. - Nearly 1 in 3 Brits admitted to pretending to have a better relationship with their Dad than they actually do. - 1 in 5 people said they would swap their Dad for a different one if given the chance. - thortful launched “Dad’s not perfect… but,” an alternative Father’s Day card range for people with more complicated family relationships. The details: - The collection includes more than 50 cards. - 10 independent artists designed the cards. - thortful said many of those artists have their own complex relationships with their fathers. - Andy Pearce, founder of thortful, said his own experience of losing his father helped inspire the campaign. - Pearce said the cards are meant to offer honesty, humour and a way to mark Father’s Day based on real relationships rather than expectation. - Pip Heywood, managing director at thortful, said Father’s Day messaging needs a reality check and that the brand wants to reflect real life, not clichés. Between the lines: - The research suggests Father’s Day can carry pressure for people who do not have the classic “Best Dad Ever” dynamic. - thortful is positioning the launch as both a product move and a cultural statement about emotional honesty. - The campaign also taps into a broader consumer trend: people want greetings cards that fit specific, imperfect relationships rather than generic sentiment. What’s next: - thortful is offering media commentary from Andy Pearce and Pip Heywood. - The company is also providing imagery for the new card range. - The brand appears to be using the launch to broaden its Father’s Day offering beyond traditional cards. The bottom line: - For thortful, Father’s Day is no longer just about celebrating dads. It is about giving people a card that matches the relationship they actually have.