Data reveal that consumers anticipate Father's Day purchases in digital

Father's Day remains one of the most relevant dates for Brazilian digital retail. In 2024, the sector handled about R$6.56 billion with the date, according to ABComm, a growth of 4.9% in relation to the previous year. Already the Cielo Retail Index Expanded (ICVA) points out that between August 5 and 11, e-commerce recorded a rise of 4% in revenue compared to the same period of 2023. According to the analysis of the  Nubimetrics, Sales intelligence platform that uses big data and AI transforming data into insights to sellers and big brands, categories like barbershop, barbecue and technology gain prominence and require prior preparation to make the best use of the potential of the date.

Although the peak of purchases occurred on the same commemorative Sunday last year, the warming in the online it started earlier, and the trend is that the same will occur in 2025. “Studying consumer behavior on dates like this we found that the movement of the consumer in digital in greater volume begins almost a month earlier, reinforcing the importance of early strategies of disclosure to capture the attention of the public from the first signs of purchase intention”, says 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 trends of gifts that should stand out in the e-commerce in august.

1. Personal care on the rise: blades and more complete kits

In 2024, shaving kits led the purchase intention in the Barbering category. But, when observing the most recent searches, the expert reveals that it is possible to notice a change in consumer behavior over the years: interest in practical solutions grows, such as razors. “To stand out, the tip is to bet on more complete combos, which combine trimmers with oils or balms, balms offering a more sophisticated and attractive experience for those who will present”, the expert points out.

2. Barbecue: the bet on less explored accessories

The keyword “kit barbecue” is on the rise, both in search and in ad performance, indicating a strong traction in digital. For those who want to escape the more direct competition, it is worth betting on accessories with less saturation and good demand, such as: handles, personalized aprons, meat thermometers or professional knives.

4. Tools: segment grows and requires smarter strategies

The power tool segment has been gaining more and more strength.Only in 2025, this category already registers growth of almost 25% in the e-commerce, e-commerce with forecast to reach its first peak of the year in August. Subniches such as screwdrivers have high competitiveness, especially in catalog ads.“In these cases of more sellers and brands marketing the same type of product, the use of artificial intelligence for market analysis and decision making becomes an important differential to achieve relevance and” conversion, explains Juliana.

“Behaviors like these reinforce the importance of looking at data strategically. With intelligence and advance planning, brands and sellers can take advantage of Father's Day not only as a peak date, but as an opportunity to connect more efficiently with the consumer and excel in digital”, concludes the expert.