With Father's Day this year coinciding with the closing of the Olympics, the setting for the celebrations takes on a new dimension. Amid this confluence of events, what are the expectations and trends for the date? Hibou, a company specializing in consumer research and insights, presents data from a recent survey on how Brazilians are preparing for next Sunday, August 11th.
Conducted between July 25 and 27, the survey, which interviewed more than 1,241 Brazilians, explores the behavioral landscape of Brazilians, the likelihood of family gatherings, consumers' willingness to spend on gifts, and how the current economic situation is shaping these decisions.
A commercial or emotional date?
For 27% of the population, the occasion is purely a retail date. While only 5% of Brazilians did not celebrate Mother's Day this year, 2 out of 10 do not intend to celebrate Father's Day. However, the emotional side impacts 24% who associate the day with "immense longing" and another 24% who take advantage of the family moment to recognize and thank their fathers for their role.
Practicality when giving gifts.
Food and beverages are considered good gift options by almost two-thirds of respondents (72%), reflecting a trend towards more practical and utilitarian choices that generally please everyone, in other words, a very assertive choice.
Furthermore, 67% of people prefer to give clothes as gifts, followed by shoes (39%) and perfumes (25%). When it comes to the recipients of the gifts, 48% plan to give gifts to their parents, while 31% intend to buy something for their husbands. Only 7% will buy gifts for their children who are already parents.
Conscious consumption
Amid a challenging economic scenario, 45% of those surveyed say they will spend less in 2024 compared to previous years. Even so, 67% plan to spend up to R$250 to celebrate Father's Day, highlighting the importance of the date even in times of spending cuts. Meanwhile, 23% plan to spend between R$250 and R$500. Only 1 in 10 Brazilians indicated an intention to spend more than five hundred reais.
Family barbecue
The research also reveals that for many Brazilians, Father's Day is an opportunity to strengthen family ties. A family lunch is considered essential by 42% of those surveyed. Celebrating with a barbecue at home, chosen by 49% of those surveyed, increased by 10 percentage points compared to last year.
“This year’s research reflects a more conscious consumer who values family connection. Even with the economy straining budgets, Brazilians continue to find ways to celebrate and honor their parents, which is a positive indicator of families’ resilience and adaptability,” says Ligia Mello, CEO of Hibou.
Sunday with the TV on
For a large portion of people (57%), Father's Day will be a moment of entertainment, with the television on and the family gathered together. Among the main highlights regarding the type of channel that will be chosen: 33% plan to switch from TV to streaming services like Netflix; 29% prefer to watch the open channel Globo; and another 25% prefer programs from pay-TV channels. It's worth noting that this year, Father's Day coincided with the closing of the Olympics. Sports content will be widely broadcast on that date.
