Brazil's Father's Day retail sales forecast reaches R$9 billion

Retail analysts project that Brazil's Father's Day celebrations on 9 August will generate roughly R$9 billion in sales, a 13.3% increase from the same period in 2025. The forecast, based on a survey of 1,996 consumers nationwide, expects about 44% of shoppers – around 73 million people – to purchase gifts, with an average spend of R$231 per transaction. Credit‑card usage is set to rise to 40% of payments, while physical stores remain the preferred channel for roughly two‑thirds of shoppers.

In the capital of Mato Grosso, Cuiabá, local merchants anticipate a more modest but notable impact, estimating R$85 million in sales from over 218 thousand consumers. Approximately 45.8% of surveyed residents intend to buy gifts, with clothing leading preferences (30.1% of respondents), followed by shoes (20.2%) and cosmetics (16.9%). Many shoppers plan to make purchases ahead of the holiday week.