On a screen in Campinas, a futsal ball appeared at one price; on another, the same ball cost 173.3% more. That gap, recorded by the city’s consumer protection agency, Procon Campinas, was the most extreme in a survey of 62 products across five online retailers, conducted between 13 and 16 July.

The survey, released ahead of Father’s Day on Sunday 9 August, found similarly dizzying spreads: an induction charger varied by 167.9%, a gamer headset by 153.9%, and the personal-finance classic ‘Pai Rico, Pai Pobre’ by 120.5%. Yet a few items, like ‘O Poder do Hábito’, showed a mere 1% difference. ‘The consumer should not buy on impulse,’ said Procon director Paulo Giglio. ‘Researching prices in different establishments is the best way to find good opportunities and avoid paying more for the same product.’

Some 100 kilometres away, in Sorocaba, a separate survey by the local commercial association (Acso) found that 64% of consumers planned to buy gifts, but with a new caution. Shoppers were splitting between two poles: presents under R$100 and those above R$250. Clothing, perfumery and footwear led the lists, while electronics showed growth potential. Credit cards remained dominant, though the instant-payment system Pix was gaining ground for upfront purchases.

The Sorocaba data pointed to a broader behavioural shift. Three in four consumers who had bought early in 2025 intended to do so again in 2026, and the share of last-minute purchases was shrinking. Street shops, prized for proximity and service, held an edge over malls. And beyond wrapped boxes, families were planning to spend on meals and gatherings. ‘Even in a more restrictive economic scenario,’ said Acso president Hygor Duarte, ‘the consumer has not stopped celebrating Father’s Day. What has changed is the way they consume.’

Amid the price checks, many Brazilians were also searching for the right phrase to slip into a card—a reminder that the day’s currency is not only in reais. The Procon survey, Giglio noted, was a snapshot: prices could shift with promotions and payment terms. But the image lingers of a shopper, phone in hand, toggling between tabs, watching the same futsal ball, the same book, the same charger, flicker at wildly different numbers.