Fourth largest commercial period of the year in Brazil, Father's Day, celebrated on the second Sunday of August, it is expected that the upward trend in e-commerce sales of recent years will continue in 2024. According to data from Criteo, the global commerce media company, the transactions in online commerce of goods and services during the month of July* last year exceeded by 18% the total value recorded in 2022.
Undisputed online environment, brands need to stand out from the competition through differentiated and personalized offers that reach consumers at the most appropriate time and place throughout their shopping journey. According to Criteo, that collected data from more than 18.000 clients and 2.900 brands, Brazilians tend to spend larger amounts as the date approaches. The average ticket of purchases made two weeks before the celebration was 13% higher than that of the previous weeks
By product category, the highest peaks of demand were in mobile phones, footwear (especially sports shoes), appliances (TVs, refrigerators, washing machines) and health and beauty (a category that has been growing year after year). The preferred purchasing method was the smartphone, used in 3 out of 4 e-commerce sales (73%). For the brands, the activation of campaigns on this date can increase revenue, reach new audiences and retain customers.
Like many other seasonality, Father's Day creates opportunities for brands to start relationships with new customers and, at the same time, generate value for already acquired consumers.However, a data-driven approach is necessary to define a successful media strategy, that reaches consumers while they are inclined to buy, says Tiago Cardoso, Managing Director of Criteo for Latin America. Analyzing insights from the previous sales cycle helps brands identify the best way to successfully stimulate sales, optimize online presence, personalize advertising campaigns, offer discounts and other attractions.”
With more consumers receptive to online offers, the number of display-type digital ads increased by 10% in the last season, and investments in digital campaigns grew by 16%. As a result, the CPC (cost per click) was reduced by 3% compared to the previous period. On Father's Day, a data-driven advertising approach enables brands and retailers to maintain a focus on performance, start relationships with loyal customers, long-term and, нарешті, improve your results.
