Small and medium-sized enterprises (SMEs) once again showed their strength in digital retail during Father’s Day week. Between August 4 and 10, 2025, the survey by the Olist, an ecosystem of solutions for SMEs, pointed out 9.96 million orders and a total of R$ 2.1 billion transacted, representing an 8.8% growth compared to the same period in 2024. The average ticket was R$ 213.00, a 2.4% increase from last year.
The mobile channel maintained its growth trajectory and accounted for the majority of online purchases on the date. Another highlight was the increased participation of marketplaces in sales, jumping to 83.5% of the total, six percentage points above the level recorded in 2024.
In terms of geographical distribution, São Paulo concentrated 65% of sales, followed by Minas Gerais (8.97%), Paraná (8.06%), and Rio de Janeiro (4.95%), maintaining the same performance order as the previous year. Regarding payment methods, credit cards remained the leader, with 38% of transactions, although it experienced a four percentage point decrease in annual comparison. Pix, on the other hand, gained ground and reached a 23% share, an increase of almost five percentage points compared to the same period last year. Cash (19%), debit card (7%), and boleto (6%) complete the ranking, with a switch between boleto and debit card compared to 2024.
For Alexander Clein, Sales Director at Olist, the result reflects the ability of SMEs to adapt to a more cautious consumer by investing in personalization, channel diversification, and efficient logistics. “Companies that knew how to integrate physical sales, own e-commerce, and marketplaces, in addition to offering well-structured promotions and fast deliveries, not only managed to maintain but expand their reach,” he says.
The executive also emphasizes the importance of authentic narratives to engage the public on dates with less emotional appeal, such as Father’s Day. “Campaigns that show different profiles of fatherhood, rely on humor, and value small gestures had more appeal. The creation of thematic kits and personalized experiences also facilitated the purchase decision,” he adds.
Based on the learnings from this Father’s Day, Clein recommends that SMEs maintain three pillars for the next big seasonal dates: early planning, strategic use of data to personalize offers, and agile digital service. “Those who can balance brand authenticity with good commercial conditions have an advantage, without relying solely on price wars,” he concludes.
