With a countdown to one of the main commemorative dates of the year, theFather's DayIt is not only an important date for the public but also for retail. According to data from the research conducted by theNielsenIQ GfK Brasil(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 on commemorative dates and in GfK research, inFather's Week, consumers are buying more items and opting for the lowest prices, which indicates that people are looking for discounts during seasonal gift giving.
Last year the date was6th largest in revenue, 5th largest in volume and 4th largest in average price. “Considering that consumers are increasingly looking for gifts that will make their father’s day, it is clear how important it is for retailers to prepare to attract the end consumer with promotions, such as ‘buy one item and get a second one as a gift’, in addition to investments in digital marketing, loyalty programs and a wide variety of brands and products in stock”, says Alexandre Della Volpe Elias, CMO of Grupo Rcell, one of the largest technology distributors in the country.
An identified trend is that in-store purchases stand out during Father's Week, while marketplaces excel in value and volume due to a greater variety of products and more competitive prices. The data shows that the digital-physical, which combines the intersection between the physical and digital worlds, is necessary for these dates and that on Father's Day,24% of purchases are made online, 32% in person and 44% in figital.
Another important point highlighted in the research is that during the 2023 Father's Week, buyers valued the brand, price, and convenience more, prioritizing a faster journey. Purchases are increasingly being made closer to the event, when the promotional volume also increases.38% buy during Father's week, 33% the week before and 29% two weeks before.
Several categories are growing both during Father's Week and in the year-to-date total. Razors, Mini/BT Speakers, and tablets are opportunities with greater affinity for the date, according to the data.
“The demand for these products reflects a growing trend among 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.
