Brazil's Father's Day sales set to rise, consumer watchdogs advise shoppers

Retail analysts project a strong increase in sales for Brazil's Father's Day on 9 August 2026. The Confederação Nacional do Comércio (CNC) expects the holiday to generate R$ 8.52 billion in total retail volume, a 2.9 % real‑term rise and the best performance in 12 years, driven by low unemployment (5.6 %) and higher household income. The Associação Brasileira de Inteligência Artificial e Commerce (Abiacom) forecasts R$ 10.56 billion in e‑commerce sales, while SPC Brasil projects an overall market of R$ 29.7 billion, noting that 37 % of shoppers are already late on payments.

Consumer protection agencies are issuing guidance ahead of the spending surge. Procon Vila Velha and Procon Apucarana urge shoppers to plan purchases, compare prices, verify promotional information, keep receipts and understand each store’s return policy. They warn of online scams, especially price‑bait offers and suspicious links, and stress the importance of clear invoicing.

The hospitality sector also anticipates a boost. Surveys by the Associação Brasileira de Bares e Restaurantes (Abrasel) show 76 % of bars and restaurants expect higher sales than the previous year, with many operators in Niterói and the Leste Fluminense region forecasting up to an 88 % increase in turnover.

Despite the upbeat outlook, analysts highlight persistent household debt—81.6 % of families have bills due and delinquency hovers near record levels—posing a risk for credit‑based purchases.