Brazilian e-commerce is projected to generate R$ 9.51 billion for Father’s Day 2025, according to estimates from the Brazilian Association of Electronic Commerce (ABComm). The figure represents a 14.28% increase compared to last year, when the sector recorded R$ 8.32 billion in sales.
The positive outlook reflects the sector’s maturity and consumers’ increasingly digital behavior. According to the association, about 16.76 million orders are expected, with an estimated average ticket of R$ 567.50 (an increase from the R$ 521.29 recorded in 2024).
“Consumers are more confident and seek convenience, variety, and good prices. E-commerce offers all of this, with the advantage of reaching consumers in different regions of the country. Seasonal events remain strategic for e-commerce, and Father’s Day has established itself as an excellent opportunity for retailers to boost sales and build customer loyalty,” says Fernando Mansano, president of ABComm.
According to ABComm, the estimated sales increase this year is R$ 980 million, driven by promotional campaigns, digital channel integration, and logistics improvements. The most sought-after segments are expected to be fashion, electronics, perfumery, beverages, accessories, and personalized experiences.
ABComm recommends that retailers focus on early promotions, targeted offers, and omnichannel customer service, with special attention to website performance on mobile devices and post-sale quality.
“Beyond sales volume, Father’s Day is important for testing strategies that will be used in other holiday events. Companies that invest in planning and customer experience should stand out,” concludes Mansano.
