Father’s Day is already mobilizing retailers to find strategies to boost revenue and retain customers. Several segments accelerate sales during 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 study by Criteo, a global platform that connects the commerce ecosystem.
Last year, Brazilian consumers prioritized useful, personalized, and emotionally appealing experiences and gifts. This behavior drove a 2% growth in sales, accompanied by a significant increase in clicks (+9%) and ad displays (+8%). Advertiser investments in campaigns for the holiday increased by 11%.
To make the most of the sales potential of the holiday in 2025, Tiago Cardoso, General Director of Criteo for Latin America, shares seven tips for retailers in e-commerce:
1 – Innovate to win customers: according to the research “The Spark of Discovery – Reigniting The Emotion of E-commerce“, from Criteo, 76% of consumers believe online shopping lacks emotion. Therefore, it is important to innovate in actions to win and retain customers. For example, you could create a quiz for buyers to answer quick questions about the dad, and based on the profile, recommend the perfect gifts available in your store;
2 – Consider last-minute shoppers: Contrary to other holidays, most consumers do not plan far in advance for Father’s Day. Ensure your logistics are optimized for fast deliveries and highlight last-minute gift options to convert these customers;
3 – Make your sale “AI-friendly”: To maintain visibility on artificial intelligence tools and search platforms, retailers must ensure product data is clear, well-structured, and optimized for fast deliveries, in addition to highlighting last-minute gift options to convert these buyers;
4 – Focus on proven categories: Direct promotions towards high-performing categories such as electronics, fashion, and home goods. Specific and targeted campaigns are more likely to attract consumer attention;
5 – Optimize your mobile strategy: According to Criteo data, mobile devices accounted for 70% of Father’s Day purchases last year. Ensure a seamless mobile experience by using SEO and paid search strategies to attract consumer traffic searching for products;
6 – Maximize social media impact: Utilize social media to drive engagement with giveaways, promotional coupons, and interactive content. Sponsored campaigns targeted at specific audiences can expand reach and increase interaction;
7 – Explore strategic partnerships: create product kits or experiences in collaboration with complementary brands. For example, an electronics retailer could partner with a personal care brand to offer gift kits — expanding the appeal of the offer and increasing visibility.
“With the right combination of creativity, customization, and data-driven planning, retailers can turn Father’s Day into a standout moment for both consumers and brands,” says Tiago Cardoso.
