Father's Day: sales expectations are 10% higher, compared to last year The celebration of Father's Day is expected to generate around R$8.52 billion in Brazilian commerce in 2026, according to a projection by the National Confederation of Commerce in Goods, Services and Tourism (CNC). The value represents a real increase of 2.9% compared to 2025, already discounted for inflation, and maintains the date as the fourth most important on the retail calendar in terms of sales volume. ?? Do you have any reporting suggestions? Send it to g1 The expectation of greater movement also appears in purchase intention surveys. A survey carried out by DM, a company specializing in financial services and granting credit, shows that 75.7% of consumers intend to buy gifts for the date and that 47.2% plan to spend more than last year. Among those interviewed who stated that they were going to give a gift, 34.8% intended to spend more than R$500. The credit card in installments appears as the main form of payment, chosen by 59.3% of consumers, while 24.3% must pay in cash. PIX appears in third place, with 6.8% of responses. Father's Day in Atibaia Disclosure Despite the preference for credit, most consumers should avoid long installments: 64.5% say they will split purchases up to four times. "Instalments are, for most Brazilians, a financial management strategy, which guarantees purchases without compromising the budget too much. And shorter installments indicate that consumers are careful to maintain financial balance", says Victor Hugo Soares, DM's national commercial manager. Financial situation is one of the main factors that influence the purchasing decision. According to the survey, 26.7% of consumers point to their own budget as the most important aspect when choosing a gift. Promotions appear to be decisive for 21.6% of respondents. DM's research interviewed 2,500 of the company's customers in all regions of Brazil to assess purchasing intentions and consumption behavior on Father's Day 2026. Barbecue and family meals boost supermarkets In addition to gifts, the date should also drive food consumption and meals away from home. Among consumers who intend to buy gifts, 79% say they will also shop in supermarkets to celebrate the occasion with their family. For Fabrício Tonegutti, a specialist in tax law at Fundação Getulio Vargas (FGV), Father's Day moves different sectors of the economy, such as clothing and footwear stores, perfumeries, e-commerce, restaurants and supermarkets. According to him, performance should be positive, but without an explosion in consumption, mainly because of interest and household debt. “Interest and debt should limit more expensive gifts,” says Tonegutti, director of Mix Fiscal, a tax intelligence company for retail. Experts recommend planning to avoid debt Despite the expected movement in commerce, experts warn to be careful with your budget. According to Tonegutti, consumers should set a spending limit before choosing a gift and observe the total value of the purchase, not just the size of the portion. "Last year, 35% of consumers who intended to give a gift already had bills in arrears. And 13% could leave a bill without paying to buy the gift", he states. For the specialist, paying a purchase in installments can be an alternative, as long as the consumer considers the impact of the installments on the budget for the following months. "Paying the gift in installments can make sense. Splitting meat, charcoal and dessert turns Sunday's barbecue into a memory that appears on the invoice until Christmas", he says. In the case of supermarkets and restaurants, the strategy to increase sales involves facilitating consumer decisions. Tonegutti states that the creation of kits and product combinations can help the customer organize the entire celebration in one place, bringing together items such as meats, side dishes, drinks, desserts and gifts.