Mother’s Day is one of the most relevant and anticipated dates for e-commerce. In 2025, according to the Brazilian Association of E-Commerce (ABComm), sales in the sector are expected to reach R$ 9.713 billion in the period leading up to the commemorative date, 14 days before the second Sunday of May, representing a growth of 14.5% compared to the R$ 8.48 billion recorded in the same interval of 2024.
The expectation is that about 16.7 million orders will be placed in e-commerce, with an average ticket of R$ 579. In 2024, 15.97 million orders were recorded, with an average ticket of R$ 531.13, showing not only an increase in the volume of purchases but also a consumer willing to spend more.
Considering the inflation rate, the real growth expected for the period is 4.9%. Among the most sought-after categories for the occasion are fashion items, perfumery, portable electronics, electronics, flowers, and jewelry.
“Dates like Mother’s Day show how much e-commerce has consolidated as a buying channel for gifts. Convenience, shorter delivery times, and the ability to compare prices continue to be decisive factors for the consumer. The outlook is positive and shows that the sector is expected to maintain its growth trajectory, even in a challenging economic scenario,” says Mauricio Salvador, president of ABComm.
To maximize results, ABComm recommends that merchants use digital marketing strategies, such as campaigns on social networks, paid advertising, email marketing, and the use of personalized messages via WhatsApp. Anticipating campaigns and strengthening logistics are also important points to meet the high demand of the commemorative date.
Mother’s Day 2025 has a projected 15% increase in sales for Giuliana Flores
Giuliana Flores, the largest flower and gift e-commerce in Latin America, projects a 15% growth in the number of orders during the period compared to 2024. Considered the most important date in the first semester for commerce, the occasion reinforces the brand’s optimism, expecting an average ticket of R$ 215.
The company is banking on diversification to cater to a wide range of mother styles and consumer profiles. In addition to flowers, which are expected to lead sales with 70% preference, the brand’s portfolio includes chocolates, stuffed animals, books, and other options that can be combined into personalized kits. Gift combos represent 20% of sales expectations, while traditional morning coffee baskets should reach 10%, reinforcing the variety and emotional appeal of the choices.
Flowers take the spotlight for their emotional symbolism and convenience when making a purchase, especially when combined with the convenience of e-commerce. Gifting with flowers becomes a simple, affordable, and emotionally significant way to honor mothers, explaining their high sales representation on the date.
Significant growth on celebratory dates
Celebratory dates, such as Mother’s Day, have been pillars of Giuliana Flores’ strategy. For 2025, the company has set the goal of reaching 800,000 deliveries, relying on these occasions to boost its results. The positive performance goes beyond numbers, reflecting the commitment to a diversified portfolio of over 10,000 items, excellent service, and fast deliveries. Operating throughout Brazil, the e-commerce performs deliveries that, in some regions, can be done in up to three hours.
“Mother’s Day is undoubtedly one of the most special dates for us, not only in terms of sales volume but also for the emotional significance it carries. We have the mission to deliver emotions, and few occasions symbolize that as well. It is an opportunity to strengthen bonds and to show, through flowers and gifts, all the affection and love that mothers represent,” highlights Clóvis Souza, founder and CEO of Giuliana Flores.
