Father's Day: Brazilian spent 13% more on gifts bought two weeks from the date in 2023, says Criteo

The fourth largest commercial period of the year in Brazil, Father's Day, celebrated on the second Sunday of August, is expected to follow in 2024 the upward trend in e-commerce sales of recent years. According to data from Criteo, the global commerce media company, transactions in online trade of goods and services during the month of July* last year exceeded in 18% the total value recorded in 2022. 

In the disputed online environment, brands need to stand out from the competition through differentiated and personalized offers that reach consumers at the most appropriate time and place throughout their shopping journey. According to Criteo, which collected data from more than 18,000 customers and 2,900 brands, Brazilians tend to shell out larger amounts as the date approaches.The average ticket of purchases made two weeks* from the celebration was 13% higher than the previous weeks.

By product category, the highest peaks in demand were in mobile phones, shoes (especially sports shoes), appliances (TVs, refrigerators, washing machines) and health and beauty (category that has been growing year after year). Already the preferred means of purchase was the smartphone, used in 3 of every 4 e-commerce sales (73%). For brands, the activation of campaigns on this date can increase revenue, reach new audiences and retain customers. 

“Like many other seasonalities, Father's Day establishes opportunities for brands to initiate relationships with new customers while generating value for already-conquered consumers.However, a data-driven approach is needed to define a successful media strategy that reaches consumers while they are inclined to purchase”, says Tiago Cardoso, Managing Director of Criteo for Latin America.“Analyzing insights from the previous sales cycle helps brands identify how best to drive sales successfully, optimize online presence, personalize advertising campaigns, offer discounts and other attractives.

With more consumers receptive to Internet offers, the number of display-type digital ads increased by 10% in the last seasonality, and investments in digital campaigns grew by 16%. As a result, CPC (cost per click) was reduced by 3% compared to the previous period. On Father's Day, a data-based advertising approach enables brands and retailers to maintain a focus on performance, start relationships with loyal, long-term customers, and ultimately improve their results.