Father’s Day 2024 Boosts E-Commerce, Driving Sales for Small and Medium-Sized Businesses in Brazil
Father’s Day 2024 had a significant impact on e-commerce, driving sales for small and medium-sized enterprises (SMEs) in Brazil. Between July 22 and August 11, these businesses generated R$ 264 million in revenue, marking a 36% increase compared to the same period in 2023. These figures come from Nuvemshop, the leading e-commerce platform in Latin America.
Father’s Day and E-Commerce in 2024: The Importance of Seasonal Events for Retail
Luiz Natal, Platform Development Manager at Nuvemshop, highlighted the importance of seasonal events for the e-commerce sector. According to him, beyond boosting revenue, these occasions provide an excellent opportunity for businesses to implement unique marketing and customer service strategies.
Key Sectors: Fashion, Accessories, and Health & Beauty
The fashion sector led the revenue ranking during the period, reaching R$ 88.4 million. Following closely, the health & beauty segment recorded R$ 24 million, while accessories—such as Silver Crown store—generated R$ 16.5 million. Another noteworthy sector was home & garden, which saw a 40% growth compared to the previous year.
Consumer Behavior and the Rise of Pix Payments
During the analyzed period, 4 million products were sold, reflecting a 25% increase from 2023. The average purchase value was R$ 246.30. In terms of payment methods, Pix stood out, being used in 47.5% of transactions, followed by credit cards at 42%.
Social media also played a role in this growth. In this context, platforms accounted for approximately 24% of all e-commerce sales during the period, with Instagram leading at 89% of interactions.
Geographic Analysis: São Paulo Leads in Revenue
Regarding e-commerce performance on Father’s Day in 2024, São Paulo ranked as the state with the highest revenue, reaching R$ 128 million, followed by Minas Gerais with R$ 25 million and Rio de Janeiro with R$ 19.5 million. Together, these states accounted for 77% of the total sales made by SMEs during Father’s Day.
Marcelo Costa, General Manager of Yandex Ads in Latin America, echoed this positive outlook. “We expect continued growth in e-commerce this year, with a stronger focus on personalized, data-driven advertising strategies. Advertisers should leverage these insights to optimize campaigns during peak shopping periods. Our recommendation for those looking to boost sales on these key dates is to start preparing their campaigns well in advance and work creatively and efficiently—going beyond the actions offered by artificial intelligence. This will be a major differentiator for customers, and they will certainly appreciate it,” concluded Costa.
