Small and medium-sized businesses (SMBs) once again demonstrated their strength in digital retail during Father’s Day week. Between August 4 and 10, 2025, the survey by Olist, an ecosystem of solutions for SMBs, pointed to 9.96 million orders and a total of R$ 2.1 billion transacted, representing an 8.8% growth compared to the same period in 2024. The average ticket was R$ 213.00, a 2.4% increase from last year.
The mobile channel maintained its growth trajectory and accounted for most online purchases during the period. Another highlight was the expansion of marketplaces’ share in sales, which jumped to 83.5% of the total, six percentage points above what was recorded in 2024.
Geographically, São Paulo concentrated 65% of sales, followed by Minas Gerais (8.97%), Paraná (8.06%), and Rio de Janeiro (4.95%), maintaining the same performance order as the previous year. Regarding payment methods, credit cards remained the leader, with 38% of transactions, although they recorded a four-percentage-point drop in annual comparison. Pix, in turn, gained ground and reached a 23% share, a nearly five-percentage-point increase compared to the same period last year. Cash (19%), debit cards (7%), and bank slips (6%) complete the ranking, with a reversal between bank slips and debit cards compared to 2024.
For Alexander Clein, Sales Director at Olist, the result reflects SMBs’ ability to adapt to a more cautious consumer by investing in personalization, channel diversification, and efficient logistics. ‘Businesses that managed to integrate physical sales, their own e-commerce, and marketplaces, in addition to offering well-structured promotions and fast deliveries, were able not only to maintain but also expand their reach,’ he says.
The executive also highlights the importance of authentic narratives to engage the public on dates with less emotional appeal, such as Father’s Day. ‘Campaigns that showcase different fatherhood profiles, rely on humor, and value small gestures had more appeal. The creation of themed kits and personalized experiences also facilitated purchase decisions,’ he adds.
Based on the lessons from this Father’s Day, Clein recommends that SMBs maintain three pillars for the next major seasonal dates: early planning, strategic use of data to personalize offers, and agile digital customer service. ‘Those who can balance brand authenticity with good commercial conditions stay ahead, without relying exclusively on price wars,’ he concludes.
