Father’s Day remains one of the most relevant dates for the Brazilian digital retail. In 2024, the sector moved around R$6.56 billion with the date, according to ABComm, a growth of 4.9% compared to the previous year. Meanwhile, the Retail Extended Cielo Index (ICVA) indicates that, between August 5 and 11, e-commerce recorded a 4% increase in revenue compared to the same period in 2023. According to analysis by Nubimetrics, a sales intelligence platform that uses big data and AI to turn data into insights for sellers and big brands, categories such as barbershop, barbecue, and technology stand out and require prior preparation to make the most of the date.
Although the peak of purchases occurred on the actual celebratory Sunday last year, the online warming up started earlier, and the trend is that the same will happen in 2025. “Studying consumer behavior on dates like this, we found that the consumer movement in the digital realm in greater volume begins almost a month earlier, reinforcing the importance of early promotion strategies to capture the public’s attention from the first signs of purchase intent,” highlights Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
To take full advantage of this moment and achieve better results, information is the greatest ally. Therefore, the professional gathered some of the main gift trends that are expected to stand out in e-commerce in August.
1. High Personal Care: blades and more comprehensive kits
In 2024, razor kits led purchasing intent in the Barber category. However, when looking at the most recent searches, the specialist reveals that a change in consumer behavior over the years is noticeable: there is growing interest in practical solutions, such as razor blades. “To stand out, the tip is to bet on more complete combos that combine trimmers with oils or balms, offering a more sophisticated and attractive experience for those who will be gifting,” highlights the specialist.
2. Barbecue: betting on less explored accessories
The keyword “barbecue kit” is on the rise, both in searches and in ad performance, indicating a strong traction in the digital space. For those who want to avoid more direct competition, it is worth investing in accessories with lower saturation and good demand, such as: tongs, personalized aprons, meat thermometers, or professional knives.
4. Tools: segment grows and requires smarter strategies
The power tools segment is gaining more and more strength. Just in 2025, this category already shows a growth of almost 25% in e-commerce, with a forecast to reach its first peak of the year in August. Subniches such as screwdrivers present high competitiveness, especially in catalog ads. ‘In cases where multiple sellers and brands are marketing the same type of product, the use of artificial intelligence for market analysis and decision making becomes an important differentiator to achieve relevance and conversion,’ explains Juliana.
‘Behaviors like these reinforce the importance of looking at data strategically. With intelligence and advanced planning, brands and sellers can take advantage of Father’s Day not only as a peak date but as an opportunity to connect more efficiently with the consumer and stand out in the digital world,’ concludes the specialist.
