With a turnover of R$1.6 billion more than the previous year, the Brazilian e-commerce recorded a growth of 16.7% on Mother’s Day in 2024, according to data from Neotrust. The result confirms the strength of the date for digital retail, surpassed only by Black Friday in sales volume. According to Nubimetrics, a sales intelligence platform that uses big data and AI to transform data and insights for sellers and major brands, the demand for more personalized gifts and categories such as fashion, beauty, and electronics stood out during this period.
The buying index also showed significant changes. A study by ABComm indicates that consumers started researching offers almost three months before the date. Among those surveyed, 42% chose to buy online, with the majority planning to spend between R$50 and R$200 on gifts.
“Mother’s Day is a significant milestone to understand consumer behavior in the country. Brands that use data to anticipate consumer movements can create more competitive offers, align stocks, and stand out in marketplaces much more efficiently,” emphasizes Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
For 2025, based on the insights we extracted from the platform through the analyses, it is already possible to identify possible six trends of promising products: national perfumes, sandals, bag kits, morning coffee baskets, pajamas, and compact home appliances, such as vacuum robots and coffee grinders. These categories have shown high demand in recent months and are expected to continue as strategic bets for those who want to leverage the full potential of the date.
“Anticipation, once again, will be crucial. With traffic diluted over the months leading up to the celebration, sellers and brands that adjust their strategies based on data are more likely to capture consumer interest at the right time,” concludes the CRO.
