With the arrival of Mother’s Day, celebrated this year on May 11th, the retail sector mobilizes for one of the most significant dates in the Brazilian commercial calendar, second only to Christmas in sales volume. According to the most recent shopping intention surveys released by entities such as Fecomércio and SPC Brasil, more than 75% of consumers plan to give gifts to their mothers, with average ticket prices ranging from R$150 to R$250. The fashion, beauty, electronics, and gastronomy sectors lead the preferences.
Marketing and business strategy specialist, Frederico Burlamaqui, explains that the date represents a strategic opportunity for commerce to boost revenue, attract new customers, and retain old ones through more emotional and personalized shopping experiences. “Mother’s Day is considered the second most important date of the year for Brazilian retail, and its impact is significant both in sales volume and in the movement of various sectors. In addition, the strong emotional appeal of Mother’s Day creates an environment conducive to campaigns that connect brands and consumers more deeply, which significantly contributes to strengthening companies’ image and positioning in the market,” he affirms.
However, to take advantage of this peak sales period, Burlamaqui warns that more than just good promotions are needed, emphasizing that entrepreneurs should invest in strategic planning and marketing actions well aligned with the target audience profile. “Mother’s Day is a golden opportunity to strengthen customer relationships, generate brand value, and boost sales. But it all starts with planning and market knowledge,” explains the specialist.
Tips for using marketing to boost sales on Mother’s Day
1 – Anticipation is fundamental
Burlamaqui recommends that campaigns begin to be promoted at least three weeks in advance. “It is not enough to just promote the promotion on the weekend of the date. Brands that build narrative and relationships in the previous weeks tend to convert more,” he emphasizes.
2 – Know the audience and offer personalized solutions
Data shows that consumers are increasingly looking for gifts with meaning. “Offering segmented gift suggestions, personalized kits, and emotional experiences is a way to stand out. The customer wants something that reflects the relationship with the mother, not just a product,” comments the specialist.
3 – Invest in content and storytelling
Brands that tell good stories win the hearts of consumers. “Campaigns that value affection, memory, and the diversity of types of mothers that exist today are more effective than generic communications. The emotional aspect is a great ally on this date,” Burlamaqui highlights.
4 – Combine online and offline channels
Even with the growth of e-commerce, many purchases are still made in person. “The integration between channels is key. Using digital to attract, engage, and retain, and the physical to enchant in the shopping experience, is a powerful combination,” explains the specialist.
5 – Offer real advantages
Discounts, free shipping, gift packaging, direct shipping to the mother, and special payment conditions can be the differentiators that influence the purchase decision. “Those who communicate empathetically and creatively are ahead. Mother’s Day is a celebration of bonds, and that needs to shine through in every detail of the campaign,” comments Burlamaqui.
6 – Create strategic partnerships
Joining forces with other local brands or businesses can expand the reach of the campaign and add value to the customer experience. “Partnerships with florists, bakeries, beauty salons, or delivery companies, for example, can result in joint promotional actions, raffles, and gifts that delight the public and generate more visibility,” states.
7 – Invest in thematic showcases and ambiance
In the physical point of sale, ambiance makes all the difference. “A well-thought-out showcase that refers to motherhood with delicacy and emotion attracts attention and invites to purchase. Small details like flowers, affectionate phrases, and good lighting contribute to creating an engaging atmosphere,” Burlamaqui advises.
8 – Use influencer marketing to your advantage
Partnerships with influencers who engage with your target audience can expand the reach of your campaign and generate authentic connections with consumers. “The recommendation of a reliable figure carries enormous weight, especially on emotionally appealing dates like Mother’s Day,” emphasizes the specialist.
9 – Offer differentiated shopping experiences
Whether online or in physical environments, providing a memorable experience is a differentiator. Personalized service, special packaging, personalized notes, background music, or interactive actions can transform the purchase into a special moment.
10 – Monitor the results and learn from them
After the campaign period, it is essential to analyze the data obtained: best-selling products, channels with the highest conversion, engagement of actions, return on investment (ROI), among others. “These insights will be crucial for planning upcoming commemorative dates and strengthening the brand’s marketing strategy as a whole,” concludes Burlamaqui.
