Countdown to one of the main commemorative dates of the year, the Fathers Day it is not only an important date for the public, but also for retail. According to data from the survey conducted by NielsenIQ GfK Brazil (2023) Consumers are increasingly inclined to purchase high-tech products as gifts, taking advantage of the variety and quality offered by brands.
A behavior that has been identified in the commemorative dates and in the research of GfK, in the Parents Week, Consumers are buying more items and opting for more affordable prices, which indicates that people are looking for discount on gift seasonality.
Last year, the date was a 6th highest in billing, 5th highest in volume and 4th highest in average price. “Assessing that consumers are increasingly looking for gifts that shine in the eyes of their father, it is clear how important it is for retail to prepare to attract the final public with promotions, such as 'buy an item and get a second gift’, as well as investments in digital marketing, loyalty programs and a wide variety of brands and products in the”, says Alexandre Della Volpe Elias, CMO of the Rcell Group, one of the largest technology distributors in the country.
One identified trend is that physical shopping stands out in the Parents' Week, while marketplaces stand out in value and volume, due to the greater variety of products and more competitive prices.The data show that figital, which combines the intersection between the physical and digital world, is necessary for these dates and that on Father's Day, the 24% of purchases are made online, 32% in person and 44% in the personal.
Another important fact highlighted in the surveys is that, in the Parents' Week of 2023, buyers valued more the brand, price and practicality, prioritizing a faster journey. Purchases have been made closer and closer to the event, when the promotional volume also increases: 38% buy in Parents' week, 33% in the previous week and 29% two weeks before.
Several categories are growing both in Parent Week and year-to-date. Shavers, Mini/BT Speakers and tablets are opportunities with greater affinity for the date, according to the data.
“A search for these products reflects a growing trend of consumers to seek items that combine innovation and practicality. Our mission is to continue offering high quality products that meet the needs and expectations of our customers throughout Brazil”, says Alexandre.
