With this year's Father's Day coinciding with the closing of the Olympics, the setting for the celebrations takes on a new dimension. Amid this confluence of events, what are the expectations and trends for the date? The Owl, specialized in research and consumer insights, brings data from recent research on how Brazilians are preparing for next Sunday, August 11
Held between July 25 and 27, the research, that interviewed more than 1.241 Brazilians, explore the behavior landscape of Brazilians,probability of family gatherings, consumers' willingness to spend on gifts and how the current economic situation is shaping these decisions.
A commercial or emotional date?
For 27% of the population, the occasion is purely a retail date. While only 5% of Brazilians did not celebrate Mother's Day this year, 2 out of 10 do not intend to celebrate Father's Day. However, the emotional side impacts 24% who associate the day with an "immense longing" and another 24% who take the opportunity to recognize and thank the role of parents
Practicality when giving gifts
Food and drinks are considered good gift options by almost two-thirds of respondents (72%), reflecting a trend of more practical and utilitarian choices, that generally please everyone, that is, a very assertive choice
Furthermore, 67% of people prefer to give clothes as a gift, followed by footwear (39%) and perfumes (25%). When it comes to recipients of the gifts, 48% plan to gift their parents, while 31% intend to buy something for their husbands. Only 7% will buy gifts for their children who are already parents.
Conscious consumption
In the midst of a challenging economic scenario, 45% of respondents claim that they will spend less in 2024 compared to previous years. Even so, 67% plan to spend up to R$250 to celebrate Father's Day, highlighting the importance of the date even in times of budget cuts. Already 23% of people plan to spend between R$250 and R$500 reais. Only 1 in 10 Brazilians indicated the intention to spend more than five hundred reais
Family barbecue
The research also reveals that for many Brazilians, Father's Day is an opportunity to strengthen family ties. A family lunch is considered essential by 42% of respondents. The celebration with a barbecue at home, choice of 49% of the respondents, rose 10 percentage points compared to last year
"This year's research reflects a more conscious consumer", and values family connection. Even with the economy putting pressure on budgets, Brazilians continue to find ways to celebrate and honor their parents, what is a positive indicator of the resilience and adaptability of families." says Ligia Mello, CEO of Hibou
Sunday with TV on
For a large part of the people (57%) the entertainment moment, with the television on and family gathered it will happen on Father's Day. Among the main highlights of the type of channel that will be chosen: 33% plan to switch from TV to streaming,Netflix; Already 29% prefer to watch Globo's open channel.Another 25% prefer programs from pay channels. Remembering that this year, Father's Day coincided with the closing of the Olympics. The sports content will be widely publicized on the date
