This year’s Father’s Day will be celebrated with more affection than consumption. According to a survey by Hibou, a market research and insights company, conducted in partnership with Score Group, 69% of Brazilians plan to spend at most R$250 on celebrations. The survey interviewed 1,233 people between July 20 and 22 across Brazil and shows an important shift in consumer behavior: less focus on gifts and more appreciation for family time.
Tight budget for nearly 4 out of 10 BraziliansAccording to the survey, 38% of respondents said their budget is tighter this year and they will spend less than in previous years. Another 10% also consider their budget tighter but won’t give up the family tradition. For 39%, the financial situation remains the same as last year, while only 1% said they are in a better condition and willing to spend more.
Celebration at home with loved ones Staying home without receiving visitors will be the choice for 18% of Brazilians, while 15% plan to visit their father or father-in-law. Another 10% will host relatives at home, and 8% plan to go to restaurants. Visits to other relatives account for 7%, and 20% haven’t finalized their plans. Some will connect remotely via video call (4%), travel to the beach (4%), or to the countryside/abroad (3%). Three percent plan to visit children or grandchildren.
Commercial date loses ground to family recognition If in 2024 Father’s Day was seen as purely commercial by 27% of respondents, this number dropped to 21% in 2025. Conversely, there was an increase in those associating the occasion with recognizing and valuing fatherhood (27%) and family gatherings (22%). Nostalgia is also significant: 18% say the date brings memories of fathers or children who have passed away.
Presence matters more than presents The traditional family lunch at home is considered essential by 39% for the Sunday celebration. Respect (30%), unity (25%), health (24%), harmony (22%), and family stories (18%) were also mentioned. Only 12% consider gifts indispensable, while 11% highlight special foods and 8% mention restaurant lunches.
Father, husband, and… myself: Who will receive gifts Fathers are the main honorees (50%), followed by husbands (37%). But the curious highlight is self-gifting: 17% of respondents plan to buy a present for themselves. Also mentioned were fathers-in-law (10%), children who are now fathers (9%), brothers (7%), grandfathers (5%), stepfathers, uncles, and brothers-in-law (2% each), and godfathers (1%). The number of people not buying gifts dropped to 15%, down from 26% last year.
Consumption guided by utility, desire, and budgetFor 33%, the ideal gift is what fits their budget. Meanwhile, 25% value useful everyday items for fathers, and 24% say the real gift is family presence. Another 16% seek to give something the father truly desires, 15% enjoy surprising, and 10% choose personalized items. Only 1% mentioned preferring renowned brands.
Clothing, barbecue, and tech among favoritesThe most mentioned gift categories are clothing (62%), shoes (41%), perfumes (29%), food and beverages (26%), barbecue items (19%), electronics (19%), and tech like phones, games, or TVs (14%). Books (12%), entertainment (11%), watches and jewelry (10%), travel (10%), soccer items (9%), wellness like spa days (7%), and appliances (6%) were also cited, along with subscriptions (5%), household utilities (5%), aesthetics (4%), and crafts (4%).
What fathers would like to receiveAmong fathers and father figures, gift wishes align with children’s choices: clothing (47%), shoes (34%), travel (31%), perfumes (27%), and electronics (25%) lead. Food and beverages appear at 25%, followed by wellness (16%), appliances (15%), cosmetics (13%), books (10%), barbecue items (10%), and soccer team-related gifts (8%).
“The survey shows a sensitive, rational consumer attentive to what truly matters. Gifts are still part of the celebration, but presence stands out most. Brands that understand this shift and communicate with respect, empathy, and authenticity will have a much better chance of building connection and trust,” says Ligia Mello, CSO of Hibou.
Fathers leave more than memories: they leave a legacyAccording to the survey, 41% of respondents inherited manual skills from their fathers, like cooking or minor repairs. Love for animals and favorite soccer teams appear at 35%, travel at 34%, and musical taste at 32%. Religion was cited by 24% and career path by 23%. Meanwhile, 16% said their father wasn’t present in their lives, while 23% stated they didn’t inherit significant references.
Streaming likely to dominate family SundayTelevisions will be on in 55% of homes during Sunday. Preference leans toward streaming: Netflix (41%), followed by Globo (35%) and paid channels (29%). Also mentioned were Amazon Prime (17%), YouTube (16%), Disney+ (11%), Globoplay (12%), SBT (13%), Record (11%), and HBO Max (10%).
“More than a commercial date, Father’s Day has become a moment of emotional connection and affirmation of values. Consumers are focused on what truly matters: presence, recognition, and emotional bonds. This doesn’t mean the end of consumption but a new logic where the symbolic value of gestures outweighs the financial value of gifts. For brands, it’s time to listen, move people with authenticity, and understand that real impact comes from respecting people’s journeys and emotions,” analyzes Albano Neto, CSO and CCO of Score Group.
Campaigns move emotions but don’t always convinceWhat most attracts the public are messages with values like respect and love (27%), emotional stories (22%), humor (20%), and originality (19%). Promotions (19%), identification with the father’s profile (18%), and creative approaches (17%) also matter. Representation was mentioned by 16%, soundtrack by 14%, and aesthetic quality by 13%. Only 1% are drawn by celebrities, and 27% say they usually don’t pay attention to Father’s Day campaigns.
When advertising touches a nerve 10% of respondents have felt uncomfortable with Father’s Day campaigns. The main reasons were forced messaging tone (42%), embarrassment over not being able to buy gifts (23%), emotional vulnerability (21%), family illnesses (20%), or reminders of losing a father or child (19%).
