An exclusive survey by N bids, an adtech specialized in omnichannel geolocated data and media, reveals that 95 million Brazilian adults (18+) intend to give gifts on Father’s Day this year. The date, marked by emotional and family appeal, drives different retail segments and presents a strategic opportunity for brands looking to connect with their audiences in an assertive way.
According to the research, 60% of consumers (equivalent to 57 million people) plan to make their purchases in physical stores, while 40% (38 million) will opt for e-commerce, either through websites or apps. Among online shoppers, 79% access websites and 63% use apps — many consumers, it’s worth noting, move between both channels.
The most sought-after gift categories are clothing (47% of consumers, or 45 million), followed by perfumes and cosmetics (35%), footwear (27%), electronics and IT (20%), and sports and leisure items (15%).
When it comes to payment, credit cards lead with 42% preference (40 million), followed by PIX (38% or 36 million). The remaining consumers will likely use bank slips or debit cards.
For Fabio Sant Anna, Commercial Director at N bids, the data reinforces the importance of customizing the approach by channel and profile. “Father’s Day drives multiple categories and purchasing channels. Understanding consumer behavior at each stage of the journey allows for more relevant campaigns with high conversion potential,” he highlights.
The complete study on consumer behavior for Father’s Day — and other holidays — along with strategy suggestions to optimize media investments, is available from N Bids for consultation.
