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Father’s Day in 2025 will be celebrated in Brazil on August 10, following the tradition of marking the occasion on the second Sunday of the month. The event, which brings families together to honor paternal figures, was established in the country in 1953 by the initiative of advertiser Sylvio Bhering, then director of the newspaper O Globo. The choice of the second Sunday of August aims to facilitate family gatherings and boost commerce, with gifts and gastronomic events marking the date. Unlike other countries, Brazil adopts its own calendar, sparking curiosity about the annual variation of the celebration. This year, the date is expected to drive retail with gifts like watches, clothing, and personalized experiences, strengthening emotional bonds.
The date has historical roots dating back over 4,000 years, with records in Babylon, but it took on a modern form in the United States in the early 20th century. In Brazil, the celebration has evolved to become one of the most important dates in the commercial calendar, second only to Christmas and Mother’s Day.
- Origin of the date: Inspired by Sylvio Bhering, the celebration began on August 14, 1953.
- Commercial motivation: The second Sunday of August boosts sales in an economically weaker month.
- Global variation: Countries like the USA celebrate in June, while Portugal uses March 19.
Why does Father’s Day change every year?
The date of Father’s Day in Brazil is movable, set for the second Sunday of August, causing the exact day to vary annually. In 2025, the celebration falls on August 10, while in 2026 it will be on August 9, and in 2027, on August 8. The choice of a Sunday reflects the intent to facilitate family gatherings, as it is a day off for most people. Additionally, the movable date benefits commerce, with malls and restaurants seeing increased activity. The decision to adopt the second Sunday, rather than a fixed date, was strategic, aligning with commercial and social goals since the 1950s.
This mobility sets Brazil apart from other countries, such as Portugal, where the celebration occurs on March 19, linked to Saint Joseph. The annual variation also generates frequent searches, with consumers planning gifts and events in advance. The date is seen as an opportunity to strengthen family ties, with children seeking creative ways to express gratitude.
- Sunday flexibility: Ensures parents and children have time to celebrate together.
- Retail impact: Stores and restaurants plan specific promotions for the date.
- Advance planning: Families organize lunches and gatherings weeks in advance.
Historical origin of the celebration
The history of Father’s Day has ancient roots, with records of paternal tributes in Babylon over 4,000 years ago, when a young man named Elmesu created a clay card for his father. However, the modern celebration emerged in the United States in 1908, with a ceremony in West Virginia to honor fathers killed in a mining explosion. Two–
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years later, Sonora Louise Smart Dodd proposed Father’s Day in Spokane, Washington, inspired by her father, William Jackson Smart, a veteran who raised six children alone. The date was made official in the U.S. in 1966, on the third Sunday of June.
In Brazil, Sylvio Bhering proposed the date in 1953, initially on August 16, associated with Saint Joachim, Jesus’ grandfather. The shift to the second Sunday of August came to facilitate family gatherings and boost commerce. The date quickly gained traction, with contests like “youngest father” and “father with the most children” marking its debut. Since then, it has become a cultural and commercial milestone in the country.
- Ancient Babylon: Earliest known record of a tribute to a father, 4,000 years ago.
- U.S. 1908: First formal celebration in memory of deceased fathers.
- Brazil 1953: Sylvio Bhering created the date with a commercial and emotional focus.
Economic impact of the date in 2025
Father’s Day is one of the main dates for Brazilian commerce, with an expected revenue of approximately R$ 27.13 billion in 2025, according to estimates from the National Confederation of Shopkeepers (CNDL). About 65% of consumers plan to buy gifts, with emphasis on clothing (44%), perfumes (34%), and footwear (31%). The date also boosts the service sector, with increased demand for restaurants and gastronomic events. The preference for personalized gifts, such as watches and jewelry with engravings, reflects the search for items with emotional value.
Consumers, according to surveys, prioritize gifts that demonstrate affection and recognition, with 37% citing the desire to express love as the main motivation. The date also stimulates domestic tourism, with families taking advantage of the Sunday for short trips or outings. Online retail has grown, with e-commerce platforms offering promotions and fast deliveries to meet demand.
- Clothing leads: T-shirts and casual clothes are the most sought-after gifts.
- Gastronomy on the rise: Family lunches boost restaurant reservations.
- Digital growth: Online purchases account for a growing share of sales.
- Personalized gifts: Watches and jewelry with engravings gain popularity.
Traditions and customs around the world
While Brazil celebrates Father’s Day on the second Sunday of August, other countries follow distinct traditions. In the United States, Canada, and the United Kingdom, the date is set for the third Sunday of June, falling on June 15 in 2025. In Portugal, Italy, and Spain, the celebration occurs on March 19, linked to Saint Joseph, considered the earthly father of Jesus. In Thailand, the date coincides with King Bhumibol Adulyadej’s birthday on December 5. Each country adapts the celebration to its cultural and religious traditions, creating unique variations.
In Brazil, the date is marked by family lunches, gift exchanges, and heartfelt messages. Many children opt for experiences, such as trips or tickets to sporting events, over material gifts. Personalizing items, like engraving names or dates on watches, reflects the trend of valuing gestures with emotional significance.
- U.S. and allies: The third Sunday of June is adopted by over 70 countries.
- Catholic Europe: March 19 celebrates Saint Joseph as a paternal symbol.
- Unique Thailand: December 5 honors the king and fathers.
- Affectionate Brazil: Lunches and gifts strengthen family bonds.
Ideas for celebrating Father’s Day in 2025
Planning a Father’s Day celebration requires creativity to make the moment special. Gifts like watches, soccer team T-shirts, or personalized baskets with favorite items, such as specialty coffees or craft beers, are popular choices. Gastronomic experiences, like a lunch at a favorite restaurant or a barbecue at home, also stand out. For those seeking lasting gifts, men’s jewelry, such as bracelets or gold rings with personalized engravings, are sophisticated options.
Beyond gifts, simple gestures like handwritten cards or family outings carry great emotional value. The date is also an opportunity to recognize not only biological fathers but also stepfathers, grandfathers, and paternal figures. The ideal gift should consider the father’s lifestyle, whether classic, sporty, or modern.
- Timeless watches: Automatic or solar models are trends for 2025.
- Homemade gastronomy: Barbecues or home-cooked lunches strengthen family ties.
- Engraved gifts: Rings or bracelets with personalized messages touch hearts.
- Family outings: Short trips or sporting events create memories.
How retail prepares for the date
Commerce prepares for Father’s Day with strategies to attract consumers. Physical and online stores invest in promotions, with emphasis on discounts for electronics, clothing, and accessories. Malls extend operating hours, while restaurants create special menus for families. E-commerce has stood out, with a 20% growth in online sales for the date in recent years, according to the CNDL. Brands like Casa das Alianças offer personalization options, such as engravings on jewelry, to meet the demand for unique gifts.
Preparation includes advertising campaigns focused on emotion, with slogans highlighting fathers as heroes and role models. The increased demand for restaurant reservations reflects the preference for shared experiences. The date also boosts tourism, with hotels and guesthouses offering packages for family weekends.
- Seasonal promotions: Discounts on clothing and electronics attract consumers.
- E-commerce growth: Online sales rise 20% for Father’s Day.
- Special menus: Restaurants create exclusive dishes for the date.
- Family tourism: Travel packages for the weekend gain traction.
