Father’s Day remains one of the most relevant dates for Brazilian digital retail. In 2024, the sector generated around R$6.56 billion with the date, according to ABComm, a 4.9% growth compared to the previous year. The Cielo Expanded Retail Index (ICVA) indicates that between August 5th and 11th, e-commerce saw 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 transform data into insights for sellers and major brands, categories like shaving, barbecue, and technology stand out and require prior preparation to make the most of the date’s potential.
Although the peak of purchases occurred on the actual commemorative Sunday last year, the surge in online started earlier, and the trend is expected to repeat in 2025. “By studying consumer behavior during dates like this, we observe that higher digital consumer activity begins almost a month earlier, reinforcing the importance of early promotional strategies to capture audience attention from the first signs of purchase intent,” highlights Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
To make the most of this moment and achieve better results, information is the greatest ally. For this reason, the professional has gathered some of the top gift trends expected to stand out in e-commerce in August.
1. Personal care on the rise: razors and more comprehensive kits
In 2024, shaving kits led purchase intent in the Shaving category. However, by observing recent searches, the expert reveals a shift in consumer behavior over the years: there’s growing interest in practical solutions like razors. “To stand out, the tip is to bet on more complete combos, combining trimmers with oils or balms, offering a more sophisticated and attractive experience for gift-givers,” emphasizes the expert.
2. Barbecue: betting on less-explored accessories
The keyword “barbecue kit” is trending, both in searches and ad performance, indicating strong digital traction. For those looking to avoid direct competition, it’s worth betting on less saturated accessories with good demand, such as tongs, customized aprons, meat thermometers, or professional knives.
4. Tools: growing segment demands smarter strategies
The power tools segment has been gaining increasing strength. In 2025 alone, this category has already seen nearly 25% growth in e-commerce, with expectations to hit its first peak of the year in August. Sub-niches like screwdrivers show high competitiveness, especially in catalog ads. “In cases where more sellers and brands are trading the same type of product, using artificial intelligence for market analysis and decision-making becomes a key differentiator to achieve relevance and conversion,” explains Juliana.
“Behaviors like these reinforce the importance of looking at data strategically. With intelligence and early planning, brands and sellers can leverage Father’s Day not just as a peak date but as an opportunity to connect more efficiently with consumers and stand out digitally,” concludes the expert.
