Father’s Day is already mobilizing retailers to find strategies to boost revenue and retain customers. Various segments are accelerating 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 connecting the commerce ecosystem.
Last year, Brazilian consumers prioritized unique, practical, personalized, and emotionally appealing gifts. This behavior drove a 2% growth in sales, accompanied by a significant increase in clicks (+9%) and ad impressions (+8%). Advertisers’ investments in campaigns for the date increased by 11%.
To make the most of the sales potential for the date in 2025, Tiago Cardoso, General Director of Criteo for Latin America, shares seven tips for e-commerce retailers:
1 – Innovate to win customers: According to the research The Spark of Discovery – Reigniting The Emotion of E-commerce by Criteo, 76% of consumers believe online shopping lacks emotion. Therefore, it’s important to innovate in actions to win and retain customers. For example, you could create a quiz where buyers answer quick questions about their father and, based on the profile, recommend perfect gifts available in your store;
2 – Consider last-minute shoppers: Unlike other holidays, most consumers don’t 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 sales ‘AI-friendly’: To maintain visibility in AI-powered tools and search platforms, retailers should ensure product data is clear, well-structured, and optimized for fast deliveries, in addition to highlighting last-minute gift options to convert these shoppers;
4 – 4 – Focus on proven categories: Direct promotions to high-performing categories like electronics, fashion, and home goods. Targeted and segmented campaigns are more likely to catch consumers’ attention;
5 – 5 – Optimize your mobile strategy: According to Criteo data, mobile devices accounted for 70% of purchases on Father’s Day last year. Ensure a smooth mobile experience using SEO and paid search strategies to attract traffic from consumers searching for products;
6 – Maximize impact on social media: Use social media to generate engagement with giveaways, promotional coupons, and interactive content. Sponsored campaigns targeting 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 and increasing visibility.
“With the right combination of creativity, personalization, and data-driven planning, retailers can turn Father’s Day into a highlight moment for both consumers and brands,” comments Tiago Cardoso.
