SMEs generate R$ 2.1 billion on Father's Day with an 8.8% increase, points out Olist

Once again, small and medium-sized enterprises (SMEs) 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 SMEs, reported 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 over the previous year.

The mobile channel maintained its growth trajectory and accounted for the majority of 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 higher than 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 it recorded a four-percentage-point decline in the annual comparison. Pix, in turn, gained ground and reached a 23% share, a growth of nearly five percentage points compared to the same period last year. Cash (19%), debit cards (7%), and boleto (6%) complete the ranking, with an inversion between boleto and debit compared to 2024.

For Alexander Clein, Sales Director at Olist, stated that the result reflects the ability of SMEs to adapt to a more cautious consumer by investing in personalization, channel diversification, and efficient logistics. "Companies that managed to integrate physical sales, their own e-commerce, and marketplaces, in addition to offering well-structured promotions and fast delivery, were able not only to maintain but also expand their reach," he says.

The executive also emphasizes the importance of authentic narratives to engage the audience on dates with less emotional appeal, such as Father's Day. "Campaigns that showcase different profiles of fatherhood, use humor, and value small gestures had greater appeal. The creation of thematic kits and personalized experiences also facilitated purchase decisions," he adds.

Based on the lessons from this Father's Day, Clein recommends that SMEs maintain three pillars for the next major seasonal dates: advanced planning, strategic use of data to personalize offers, and agile digital customer service. "Those who can balance brand authenticity with good commercial conditions come out ahead, without relying exclusively on price wars," he concludes.