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For Father's Day in Brazil, Dads Want Gadgets

Father’s Day ecommerce sales grew 25% over 2012

The propensity among dads in Brazil toward internet connectivity was evident in their most recent Father’s Day wish lists. According to a study by ad agency WMcCann, smartphones and tablets were the top gifts desired by dads in Brazil for their special day, celebrated the second Sunday in August.

Younger dads voiced a greater penchant for smartphones, with 44% of respondents listing the device as their top choice, compared to 36% of older dads. Responses were more balanced for computers and tablets, though younger dads still showed a slight lead in their desire for the technology.

Interestingly, WMcCann found that adult sons between 20 to 35 years old had a different idea of what an ideal gift for their dads looked like. Among those looking to purchase a gift for Father’s Day, 47% planned on buying clothing, an item category that featured much lower on dads’ wish lists.

But all was not lost for dads in Brazil as smartphones did make it into third place, with 18% of sons planning to purchase these more expensive items.

In total, e-bit estimated that online retail ecommerce sales for Father’s Day in Brazil this year reached BRL1 billion ($513 million), a 25% growth rate over the same seasonal shopping period in 2012, with total orders this year reaching 2.95 million.


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