Father's Day remains one of the most important dates for Brazilian digital retail. In 2024, the sector handled approximately R$6.56 billion with the date, according to ABComm, a 4.9% increase compared to the previous year. The Cielo Expanded Retail Index (ICVA) indicates that between August 5 and 11, e-commerce revenue increased by 4% compared to the same period in 2023. According to the analysis ofNubimetricssales intelligence platform that usesbig dataand AI transforming data intoinsights forsellersand major brands, categories such as barbering, barbecue, and technology stand out and require prior preparation to make the most of the potential of the date.
Although the peak of purchases occurred on the actual commemorative Sunday last year, the warming in theonlineIt started earlier, and the trend is that the same will happen in 2025. "Studying consumer behavior on dates like this, we find that digital consumer activity in larger volumes begins almost a month earlier, reinforcing the importance of proactive marketing strategies to capture the audience's attention from the first signs of purchase intent," emphasizes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.
To make the most of this moment and achieve better results, information is the greatest ally. Therefore, the professional gathered some of the main gift trends that should stand out ine-commercein August.
1. Personal care on the rise: more complete blades and kits
In 2024, shaving kits led the purchase intention in the Barbering category. But, when looking at the most recent searches, the specialist reveals that it is possible to notice a change in consumer behavior over the years: interest in practical solutions, such as razor blades, is increasing. To stand out, the tip is to bet on more complete combos, combining trimmers with oils orbalms,offering a more sophisticated and attractive experience for those giving gifts," emphasizes the specialist.
2. Barbecue: the bet on less explored accessories
The keyword "barbecue kit" is trending, both in searches and ad performance, indicating strong digital traction. For those looking to escape more direct competition, it's worth investing in accessories with lower saturation and good demand, such as: handles, personalized aprons, meat thermometers, or professional knives.
4. Tools: the segment is growing and requires smarter strategies
The power tools segment is gaining more and more strength. Only in 2025, this category already shows a growth of nearly 25% ine-commerceexpected to reach its first peak of the year in August. Sub-niches like screwdrivers are highly competitive, especially in catalog ads. "In cases where more sellers and brands are marketing the same type of product, the use of artificial intelligence for market analysis and decision-making becomes an important differentiator to achieve relevance and conversion," explains Juliana.
Behaviors like these reinforce the importance of looking at data strategically. With intelligence and advanced planning, brands and sellers can leverage Father's Day not just as a peak date, but as an opportunity to connect more effectively with consumers and stand out in the digital space, concludes the expert.
