WIRED's 2026 gift guide for dads, now spanning 34 items with 27 new additions, offers a useful snapshot of consumer preferences in the men's gifting market. The list spans a wide price range, from a $30 Owala water bottle to a $1,525 Rimowa carry-on, suggesting that retailers should not assume a single price point dominates this category.
Across the guide, a clear theme emerges: durability and long-term utility. The GoRuck GR1 backpack is described as "buy-it-for-life" territory, while the Rimowa's aluminum shell is praised for being repairable and looking better with wear. Even the Soundboks speaker is highlighted for its swappable battery and rugged build. These are not impulse purchases but considered investments, a signal that many consumers now prioritize longevity over low cost.
The tech picks reinforce this practical bent. The Anker power bank's retractable cord, the Apple AirTag's tracking function, and the Montblanc Digital Paper's writing feel all solve specific problems rather than chase trends. Notably absent are flashy or purely novelty gadgets. This suggests a mature buyer who values function and integration with existing ecosystems, like the iPhone.
For businesses, the guide points to an opportunity in marketing quality and repairability as key differentiators. However, this analysis rests on a single source—WIRED's own testing and curation—so it should be treated as indicative, not definitive, of broader market trends.