Father's Day is already mobilizing retailers to find strategies to boost sales and retain customers. Various segments are accelerating sales during this period, such as Technology and Electronics, Men's Fashion, and Home and Leisure, which were the categories with the highest sales volume in 2024, according to a survey.Criteo, a global platform that connects the commerce ecosystem.
In the past year, Brazilian consumers prioritized experiences and useful, personalized gifts with emotional appeal. This behavior drove a 2% increase in sales, accompanied by a significant rise in clicks (+9%) and ad impressions (+8%). The advertisers' investments in campaigns for the date increased by 11%.
To maximize the sales potential of the date in 2025, Tiago Cardoso, General Director of Criteo for Latin America, shares seven tips for e-commerce retailers:
1 – Innovate to attract customers:according to the researchThe Spark of Discovery – Reigniting the Emotion of E-commerce, from Criteo, 76% of consumers believe that online shopping lacks emotion. Therefore, it is important to innovate in actions to attract and retain customers. You can, for example, create a quiz for buyers to answer quick questions about the father, and based on the profile, you can recommend the perfect gifts available in your store;
2 – Consider those who buy at the last minute:Unlike other holidays, most consumers do not plan well in advance for Father's Day. Make sure your logistics are optimized for fast deliveries and highlight last-minute gift options to convert these customers;
3 – Make your sale "AI-friendly"To maintain visibility in AI tools and search platforms, retailers must ensure that product data is clear, well-structured, and optimized for quick delivery, as well as highlight last-minute gift options to convert these buyers.
4 – Focus on proven categories:Direct promotions towards high-performance categories such as electronics, fashion, and home goods. Specific and targeted campaigns are more likely to attract consumers' attention;
5 – Optimize your mobile strategyAccording to Criteo data, mobile devices accounted for 70% of Father's Day purchases last year. Ensure a smooth mobile experience by using SEO strategies and paid search to attract consumer traffic searching for products;
6 – Maximize the impact on social media:Use social media to generate engagement with giveaways, promotional coupons, and interactive content. Sponsored and targeted campaigns to specific audiences can expand reach and increase engagement;
7 – Explore strategic partnershipsCreate product or experience kits in collaboration with complementary brands. For example, an electronics retailer can team up with a personal care brand to offer gift sets — expanding the appeal of the offer and increasing visibility.
"With the right combination of creativity, personalization, and data-driven planning, retailers can turn Father's Day into a highlight for both consumers and brands," says Tiago Cardoso.
