Father's Day this year is expected to boost Brazilian retail sales and maintain the growth rate of e-commerce. According to research by the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom), the date should generate R$ 10.56 billion in digital retail sales in 2026, a 10.81% increase compared to the R$ 9.53 billion recorded last year. More than just an increase in the volume of purchases, however, data from Awin, one of the largest global affiliate marketing platforms, points to an important shift in consumer profiles.
Analysis of the performance of major retail partners in the fashion, sports, lifestyle, and technology segments shows that consumers have begun to concentrate their purchases on higher value-added products, increasing the average ticket price and altering the mix of men's sales. In virtually all operations analyzed, categories traditionally linked to replacement, such as basic t-shirts, have lost ground to premium perfumes, athletic shoes, polo shirts, jeans, accessories, and other options with higher perceived value.
In the fashion segment, for example, the share of men's products in total revenue increased from 10.38% to 11.18%, while the share of units sold rose from 8.72% to 9.41%. The main driver of this growth was premium men's fragrances. This category practically doubled its revenue share, going from 0.71% to 1.34%, while daily revenue grew by approximately 42% in the period leading up to Father's Day. In contrast, traditional categories such as t-shirts, shirts, and jackets showed modest growth, indicating that the increase in sales is more associated with the purchase of premium gifts than with the renewal of men's wardrobes.
The same behavior appears in the premium fashion retail sector. In the week leading up to Father's Day, revenue from men's products was 45.4% higher than the previous week. As revenue increased more than the number of items sold, there was an increase in the average ticket price. Men's products priced above R$ 500 registered growth of nearly 47%, driven by categories such as polo shirts, shirts, blazers, shoes, and men's kits. Another piece of data is noteworthy: while in regular weeks sales tend to be concentrated on basic and replacement items, during the campaign there was a clear shift towards higher-value products and premium brands.
According to Rodrigo Genoveze, Awin's regional director for Latin America, the data shows that consumers have changed their purchasing logic for this date. “What we've observed is that consumers aren't simply buying more for Father's Day, but buying better quality items. Instead of prioritizing basic items, they are investing in products with higher perceived value, such as perfumes, shoes, and premium items. This behavior naturally increases the average purchase value and shows that, on holidays, the emotional factor weighs more heavily in the purchasing decision.”
Sports fashion is also changing the sales profile
The trend is also evident in sporting goods retail. In a large specialized chain, the share of men's products in revenue jumped from 53.6% to 61.9%, a gain of 8.3 percentage points. Although men's revenue grew by only 1.7% during the period, the rest of the operation showed a decline, reinforcing that the category's performance was driven by the seasonality of Father's Day.
Growth was concentrated primarily in categories related to running and training, with a focus on premium running shoes, GPS sports watches, and performance-oriented products.
In another operation in the sporting goods segment analyzed by Awin, the men's category's share increased from 58.9% to 59.8%, while its share of units sold rose from 64.6% to 65.6%. The main change, however, occurred within the product mix: footwear increased from 67.3% to 77.4% of men's revenue, while accessories also gained market share. One of the premium models analyzed multiplied its revenue by approximately 7.5 times during the pre-Father's Day period, reinforcing the preference for higher value-added products.
Cashback boosts higher-value categories
Another trend observed by Awin occurred in cashback campaigns conducted by a large fashion retailer. Before the promotional campaign, the men's category represented approximately 10% of sales made through the channel. During the Father's Day campaign, this share increased to 15%, a 50% growth in the category's representation.
In addition to increased participation, there was a significant change in the profile of purchases. Basic items lost ground to jeans, trousers, and higher-priced items, increasing the average order value (AOV) and the diversity of the men's category mix.
According to Genoveze, this behavior shows that performance campaigns can direct demand towards more strategic categories. “When cashback, creators, and affiliate marketing work together, the promotion stops competing solely on price. It helps the consumer discover products with higher perceived value and creates a favorable environment to increase the average order value without relying exclusively on aggressive discounts.”
Technology follows its own dynamic
Among the segments analyzed by Awin, only the technology retail sector showed different behavior. In this sector, no clear signs of Father's Day impact on consumption were identified. The observed growth was concentrated in categories linked to the gaming and high-performance universe, such as video cards, processors, consoles, and premium hardware.
According to Awin, this shows that while fashion, sports, and lifestyle respond strongly to commemorative dates, segments such as technology continue to be driven primarily by market trends and product launches. “When brands use performance strategies, creators, cashback, and content in an integrated way, they can better target consumer purchase intent. The result is a more qualified mix, with a greater share of premium products and better profitability for retailers,” says Genoveze.
