With a countdown to one of the main holidays of the year, theFather's Dayit is not just an important date for the audience, but also for retail. According to data from the research conducted by theNielsenIQ GfK Brasil (2023), consumers are increasingly inclined to purchase high-tech products as gifts, taking advantage of the variety and quality offered by the brands
A behavior that has been identified on commemorative dates and in GfK surveys, in theFather's Week, consumers are buying more items and opting for lower prices, which indicates that people seek discounts during gift seasons
Last year, the date was the6th largest in revenue, 5th largest in volume and 4th largest in average price. "Considering that consumers are increasingly looking for gifts that shine in the eyes of the father", it is clear how important it is for retail to prepare to attract the end consumer with promotions, like 'buy one item and get a second one for free', in addition to investments in digital marketing, loyalty programs and a wide variety of brands and products in stock, says Alexandre Della Volpe Elias, CMO of the Rcell Group, one of the largest technology distributors in the country
A trend identified is that in-store shopping stands out during Father's Day Week, while marketplaces stand out in value and volume, due to a greater variety of products and more competitive prices. The data shows that the figital, that combines the intersection between the physical and digital worlds, it is necessary for these dates and that on Father's Day, 24% of purchases are made online, 32% in-person and 44% in digital.
Another important piece of data highlighted in the research is that, in Father's Week of 2023, buyers valued the brand more, price and practicality, prioritizing a faster journey. Purchases have been made increasingly closer to the event, when the promotional volume also increases38% buy during Father's Week, 33% in the previous week and 29% two weeks before
Various categories are growing both during Father's Week and in the year-to-date total. The shavers, Mini/BT Speakers e tablets são oportunidades com maior afinidade para a data, according to the data
"The search for these products reflects a growing trend among consumers to seek items that combine innovation and practicality". Our mission is to continue providing high-quality products that meet the needs and expectations of our customers throughout Brazil, says Alexandre
