Father's Day makes products above R$ 500 grow to 47% and boosts average retail ticket

This year's Father's Day should move Brazilian retail 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 in 2026, an increase of 10.81% compared to the R$ 9.53 billion recorded last year. More than an increase in purchase volume, however, data from Awin, one of the largest global affiliate marketing platforms, points to an important change in the consumption profile.
 

Analysis of the performance of large partner retailers in the fashion, sports, lifestyle and technology segments shows that consumers began to concentrate their purchases on products with higher added value, increasing the average ticket and changing the mix of men's sales. In practically all operations analyzed, categories traditionally linked to replenishment, such as basic t-shirts, lost space to premium perfumes, sports shoes, polo shirts, jeans, accessories and other options with greater 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 increased from 8.72% to 9.41%. The main responsible for this advance was premium men's perfumery. The category practically doubled its share of revenue, going from 0.71% to 1.34%, while daily revenue grew by approximately 42% in the period leading up to Father's Day. On the other hand, traditional categories such as t-shirts, shirts and jackets showed discreet growth, indicating that the increase in sales is more associated with the purchase of premium gifts than with the renewal of men's wardrobe.

The same behavior appears in premium fashion retail. 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 above the number of parts sold, there was an increase in the average ticket. Men's products priced above R$ 500 recorded growth close to R47%, driven by categories such as polos, shirts, blazers, footwear and men's kits. Another fact stands out: while, in regular weeks, sales tend to be concentrated on basic and replacement items, during the campaign there was a clear migration to higher value-added products and premium brands.

According to Rodrigo Genoveze, Awin's regional director for Latin America, the data shows that the consumer changed their purchasing logic for the date. “What we observed is that consumers are not simply buying in greater quantity for Father's Day, but buying better. Instead of prioritizing basic items, they are investing in products with greater perceived value, such as perfumes, shoes and premium pieces. This behavior naturally increases the average ticket and shows that, on commemorative dates, the emotional factor weighs more in the purchasing decision.”

Sports fashion also changes the sales profile

The trend also appears in sports 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 just 1.7% in the period, the rest of the operation shrank, reinforcing that the category's performance was driven by the seasonality of Father's Day.

Growth was mainly concentrated in categories linked to running and training, with emphasis on premium sneakers, GPS sports watches and performance-oriented products.

In another operation in the sports segment analyzed by Awin, the participation of the men's category increased from 58.9% to 59.8%, while the share of units sold increased 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 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 products with higher added value.

Cashback boosts higher value categories

Another movement observed by Awin occurred in cashback campaigns carried out by a large fashion retailer. Before the promotional action, the men's category represented around 10% of sales made through the channel. During the Father's Day campaign, this participation increased to 15%, an increase of 50% in the category's representation.

In addition to the increase in participation, there was a significant change in the purchasing profile. Basic items lost space to jeans, pants and higher ticket 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 to more strategic categories. “When cashback, creators and affiliate marketing work together, the promotion stops competing solely on price. It helps consumers discover products with greater perceived value and creates a favorable environment to increase the average ticket without relying exclusively on aggressive discounts.”

Technology follows its own dynamics

Among the segments analyzed by Awin, only technology retail showed different behavior. In this sector, no clear signs of the impact of Father's Day on consumption were identified. The growth observed was concentrated in categories linked to the gamer 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 mainly by market trends and product launches. “When brands use performance strategies, creators, cashback and content in an integrated way, they are able to better direct consumer purchasing intentions. The result is a more qualified mix, with a greater share of premium products and better profitability for retail”, says Genoveze.