Father's Day expected to drive online sales and create opportunities for digital entrepreneurs

With the arrival of Father's Day, celebrated on August 10, digital retail is preparing for one of the most promising dates of the second half. For entrepreneurs working in e-commerce, the date is an opportunity to leverage sales and have a strategic thermometer for performance by the end of the year.

Last year, retailers using the Bling (ERP) and Tray (E-commerce) platforms, owned by LWSA, an ecosystem of digital solutions for companies of all sizes, handled R$ 37.9 million during the period, an increase of 26% compared to R$ 29.8 million registered in 2023.

According to projections of Abcomm (Brazilian Association of Electronic Commerce), e-commerce should move at least R$9.51 billion in the weeks leading up to the date, 14% more than last year, which registered R$8.32 billion. For this year, the average expected expenditure per consumer is R$567.20.

Technology as a growth lever

Among the products most sought after by consumers in this period are traditional gifts such as clothing and accessories, as well as electronics, computers, smartphones, video items and there are expanding categories such as sports products, auto parts and tools.

“Esse behavior confirms the appeal of the date for functional, technological and personal use products. This makes room for the shopkeeper to plan his inventory and sales aiming at real gains in the”, says Thiago Mazeto, director of Tray.

To better take advantage of commemorative dates like this, the entrepreneur needs planning. Technologies such as those offered by e-commerce platforms (which allow the creation of virtual stores and integration with marketplaces) and ERPs responsible for the automation of operational management (products, inventory, orders and shipping) arising from multiple sales channels, and financial management, are essential for those who sell online.

“Our solutions include resources for the shopkeeper to anticipate relevant dates such as Father's Day. From a good organization, it is possible to plan promotional actions and pricing strategies and attraction of customers, always focusing on profitability”, highlights Marcelo Navarini, director of Bling.

In e-commerce, credit card and Pix remain the most widely used payment methods.“Having a secure and easy-to-use payment environment is crucial to the customer experience, as well as offering multiple options that cater to different consumption profiles”, explains Monisi Costa, Director of Payments & Banking at Vindi.

How to prepare sales on Father's Day

1. Prepare stock: anticipate based on the best-selling items in previous years. Adjust inventory, review your logistics and clearly report delivery times on the website.
2. Bet on kits: offer ready-made kits with proposals such as “pai gourmet” or “pai tech”. This makes it easier to choose the gift and increases the average purchase value.
   
3. Anticipate promotions: use email, social networks and banners on the site to activate the campaign in advance. Offer coupons and perks to those who buy before the eve.
   
4. Highlight products: bet on products with greater appeal such as: electronics, fashion and accessories and position them prominently in digital showcases.
   
5. Easy payment converts more: ensure a quick checkout that accepts Pix, card, ticket and digital wallets. Reduce steps and avoid abandonment by friction in the process.