This year's Father's Day will be celebrated with more affection than consumption. According to a survey by Hibou, a market research and insights company, conducted in partnership with Score Group, 69% of Brazilians plan to spend a maximum of R$250 on celebrations. The survey interviewed 1,233 people between July 20 and 22 across Brazil and shows an important change in consumer behavior: less focus on gifts and greater appreciation of family time.
Tight purse for nearly 4 out of 10 BraziliansAccording to the survey,38%Two interviewees said that their budgets are tighter this year and that they will spend less than in previous years. Others10%They also consider themselves to have a fairer budget, but they will not give up family tradition. To39%, the financial situation remains the same as last year, while only1%said he was in better condition and willing to spend more.
Celebration at home with loved onesStaying at home without receiving visitors will be the choice of 18% of Brazilians, while 15% are expected to visit their father or father-in-law. Another 10% will host relatives at home and 8% plan to go to restaurants. Visits to other relatives amount to 7%, and 20% have not yet defined their plans. Some will connect remotely via video call (4%), travel to the beach (4%), or to the countryside/outside (3%). Three percent intend to visit their children or grandchildren.
Commercial data loses ground to family recognitionIf in 2024 Father's Day was seen as purely commercial by 27% of respondents, that number dropped to 21% in 2025. On the other hand, the number of those who associate the occasion with recognizing and valuing the paternal figure (27%) and with family gatherings (22%) increased. Longing is also significant: 18% say that the date brings memories of parents or children who have already passed away.
Presence is worth more than a giftThe traditional family lunch at home is cited by 39% as something that cannot be missing on Sunday. Respect (30%), unity (25%), health (24%), harmony (22%), and family stories (18%) were also mentioned. Only 12% consider gifts indispensable, while 11% highlight the importance of special foods and 8% mention dining out at a restaurant.
Father, husband, and... myself: who will be the one to receive the giftThe father is the main honoree (50%), followed by husbands (37%). But the interesting highlight is in self-love: 17% of respondents say they intend to buy a gift for themselves. In-laws (10%), children who are already parents (9%), siblings (7%), grandparents (5%), step-parents, uncles, and brothers-in-law (2% each), and godparents (1%) were also mentioned. The number of people who will not buy a gift has dropped to 15%, compared to 26% last year.
Consumption guided by utility, desire, and budgetFor 33%, the present ideal is what fits in the pocket. Already, 25% value useful items in the father's daily life, and 24% say that the true gift is the presence of family. Another 16% seek to give something the father truly desires, 15% enjoy surprising him, and 10% choose personalized items. Only 1% mentioned a preference for renowned brands.
Clothes, barbecue, and technology are among the favoritesThe most remembered categories for the gift are clothing (62%), footwear (41%), perfumes (29%), food and beverages (26%), barbecue items (19%), electronics (19%), and technology such as cell phones, games, or TVs (14%). Books (12%), entertainment (11%), watches and jewelry (10%), travel (10%), football items (9%), wellness such as spa days (7%), and appliances (6%) were also mentioned, along with subscriptions (5%), household utilities (5%), aesthetics (4%), and crafts (4%).
What parents would like to receiveAmong parents and paternal figures, gift preferences remain similar to children's choices: clothing (47%), footwear (34%), travel (31%), perfumes (27%), and electronics (25%) lead. Food and beverages account for 25%, followed by wellness (16%), appliances (15%), cosmetics (13%), books (10%), barbecue items (10%), and gifts related to the football team (8%).
"The research shows a consumer who is sensitive, rational, and attentive to what truly matters. Gifts still are part of the celebration, but presence is what stands out the most. Brands that understand this movement and communicate with respect, empathy, and authenticity will have a much greater chance of creating connection and trust," statesLigia MelloCSO of Hibou.
Countries leave more than memories: they leave a legacyAccording to the survey, 41% of respondents inherited manual skills from their father, such as cooking or doing small repairs. Love for animals and the favorite team appear with 35%, travel with 34%, and musical taste with 32%. Religion was mentioned by 24% and the professional path by 23%. Already 16% said that their father was not present in their lives, while 23% claim they did not inherit significant references.
Streaming must dominate family SundayThe television will be on in 55% of households during Sunday. The preference is for streaming: Netflix (41%), followed by Globo (35%) and paid channels (29%). Amazon Prime (17%), YouTube (16%), Disney+ (11%), Globoplay (12%), SBT (13%), Record (11%), and HBO Max (10%) were also mentioned.
"More than a commercial date, Father's Day has become a moment of emotional connection and affirmation of values. Consumers are paying attention to what truly matters: presence, recognition, and emotional bonds. This does not mean the end of consumption, but a new logic where the symbolic value of gestures weighs more than the financial value of the gift. For brands, it is time to listen, move with authenticity, and understand that real impact comes from respecting people's journeys and emotions." analyzes Albano Neto, CSO and CCO of Score Group.
Campaigns move people, but don't always convinceWhat attracts the audience the most are messages with values such as respect and love (27%), emotional stories (22%), good humor (20%), and originality (19%). Promotions (19%), identification with the father's profile (18%), and creativity in the approach (17%) also count. Representation was remembered by 16%, soundtrack by 14%, and aesthetic quality by 13%. Only 1% are attracted to celebrities, and 27% say they don't usually pay attention to Father's Day campaigns.
When advertising hits the pain10% of respondents have already felt uncomfortable due to data campaigns. The main reasons were the forced tone of the messages (42%), the feeling of embarrassment for not being able to buy gifts (23%), being in an emotionally vulnerable moment (21%), facing illnesses in the family (20%), or remembering the loss of a father or child (19%).
