Brazilian e-commerce is projected to generate R$ 9.51 billion in sales for Father's Day 2025, according to the Brazilian Association of Electronic Commerce (ABComm). This figure represents a 14.28% increase compared to last year, when the sector recorded R$ 8.32 billion in sales.
The positive outlook reflects the sector's maturation and increasingly digital consumer behavior. According to the association, approximately 16.76 million orders are expected, with an estimated average ticket price of R$ 567.50 (an increase compared to the R$ 521.29 recorded in 2024).
“Consumers are more confident and are looking for convenience, variety, and good prices. E-commerce offers all of that, with the advantage of reaching consumers in different regions of the country. Holidays continue to be strategic for e-commerce, and Father's Day is consolidating itself as an excellent opportunity for retailers to increase sales and build customer loyalty,” says Fernando Mansano, president of ABComm.
According to ABComm, the estimated increase in sales for this year is R$ 980 million, driven by promotional campaigns, integration between digital channels, and improvements in logistics. The most sought-after segments are expected to be fashion, electronics, perfumes, beverages, accessories, and personalized experiences.
ABComm recommends that retailers focus on early promotions, targeted offers, and omnichannel customer service, paying special attention to website performance on mobile devices and the quality of after-sales service.
“Beyond the volume, Father’s Day is important for testing strategies that will be used on other holidays. Companies that invest in planning and customer experience should stand out,” concludes Mansano.
