With the arrival of Father’s Day, celebrated on August 10th, the digital retail sector is gearing up for one of the most promising dates in the second half of the year. For entrepreneurs in e-commerce, this date is an opportunity to boost sales and serve as a strategic thermometer for performance until the end of the year.
Last year, merchants using Bling (ERP) and Tray (E-commerce) platforms, part of LWSA’s ecosystem of digital solutions for companies of all sizes, generated R$ 37.9 million during the period, a 26% increase compared to the R$ 29.8 million recorded in 2023.
According to projections from Abcomm (Brazilian Association of E-Commerce), e-commerce is expected to generate at least R$ 9.51 billion in the weeks leading up to the date, 14% more than last year’s R$ 8.32 billion. This year, the average expected spending per consumer is R$ 567.20.
Technology as a growth lever
Among the most sought-after products by consumers during this period are traditional items like clothing and accessories, as well as electronics, computers, smartphones, and video-related products. There are also expanding categories like sports products, auto parts, and tools.
“This behavior confirms the appeal of the date for functional, technological, and personal-use products. This opens space for merchants to plan their inventory and sales to achieve real gains during the period,” says Thiago Mazeto, director of Tray.
To better capitalize on holidays like this, entrepreneurs need planning. Technologies offered by e-commerce platforms (which allow the creation of online stores and integration with marketplaces) and ERPs responsible for automating operational management (products, inventory, orders, and shipping) from multiple sales channels, as well as financial management, are essential for online sellers.
“Our solutions include features that allow merchants to anticipate important dates like Father’s Day. With good organization, it’s possible to plan promotional actions, pricing strategies, and customer attraction, always focusing on profitability,” highlights Marcelo Navarini, director of Bling.
In e-commerce, credit cards and Pix remain the most widely used payment methods. “Having a secure and user-friendly payment environment is crucial for the customer experience, in addition to offering multiple options suited to different consumption profiles,” explains Monisi Costa, director of Payments & Banking at Vindi.
How to prepare sales for Father’s Day
- Prepare your inventory:anticipate based on best-selling items from previous years. Adjust inventory, review logistics, and clearly communicate delivery deadlines on the website.
- Invest in ready-made kits:offer pre-assembled kits with themes like ‘gourmet dad’ or ‘tech dad.’ This makes gift selection easier and increases the average purchase value.
- Launch promotions early:use email, social media, and website banners to activate the campaign in advance. Offer coupons and perks for those who buy before the last minute.
- Highlight key products:focus on high-appeal products like electronics, fashion, and accessories, and feature them prominently in digital storefronts.
- Easy payment boosts conversion:ensure a quick checkout that accepts Pix, credit cards, bank slips, and digital wallets. Reduce steps and avoid cart abandonment due to friction in the process.
