Father's Day is already mobilizing retailers to find strategies to boost revenue and retain customers. Several segments accelerate sales in this period, such as Technology and Electronics, Men's Fashion and Home and Leisure, which were the categories with the highest sales volume in 2024, according to a survey by the Criteo, Global platform connecting the commerce ecosystem.
Over the past year, Brazilian consumers have prioritized useful, personalized, and emotionally appealing experiences and gifts. This behavior has driven a 2% growth in sales, accompanied by a significant increase in clicks (+9%) and ad views (+8%). Advertiser investments in campaigns for the date have increased by 11%.
To take advantage of the full sales potential of the date in 2025, James Cardoso, Criteo's Managing Director for Latin America, shares seven tips for retailers in e-commerce:
1 ¡nove to win customers: according to the “ surveyThe Spark of Discovery Reigniting The Emotion of E-commerce”, from Criteo, 76% of consumers believe that online shopping has no emotion. Therefore, it is important to innovate in actions to win and retain customers. You can, for example, create a quiz for buyers to answer quick questions about the parent and, based on the profile, you can recommend the perfect gifts available in your store;
2 Consider who buys last minute: unlike other commemorative dates, most consumers don't plan too far ahead for Father's Day.Make sure your logistics are optimized for fast deliveries and highlight last-minute gift options to convert those customers;
3 ¶ Torne your sale “amiga from IA”: to maintain visibility into artificial intelligence tools and search platforms, retailers must ensure product data is clear, well-structured, and optimized for fast deliveries, and highlight last-minute gift options to convert those shoppers;
4 – Focus on proven categories: target promotions to high-performance categories such as electronics, fashion and home goods. Targeted, targeted campaigns are more likely to attract consumer attention;
5 – Optimize your mobile strategy: according to Criteo data, mobile devices accounted for 70% of purchases on Father's Day last year. Ensure a fluid mobile experience by using SEO and paid search strategies to attract traffic from consumers who are looking for products;
6 Maximize impact on social media: use social media to drive engagement with sweepstakes, promotional coupons, and interactive content. Sponsored campaigns targeting specific audiences can extend reach and increase engagement; and
7 'Explore strategic partnerships: create product kits or experiences in collaboration with complementary brands. For example, an electronics retailer may join a personal care brand to offer GIFT kits & Gifts & Gifts by broadening the appeal of the offering and increasing visibility.
“With the right combination of creativity, personalization and data-driven planning, retailers can turn Father's Day into a highlight for both consumers and” brands, comments Tiago Cardoso.
