A Rcell, one of the largest technology distributors in Brazil, with the support of ASUS, conducted a proprietary survey to map the expectations, strategies, and challenges of retailers for Mother’s Day 2025. The survey heard from retailers from all states of the country, ensuring a solid and representative market sample.
The survey results indicate optimism among retailers regarding sales growth for the occasion, as shown in the graph below:
“Mother’s Day is one of the most strategic dates for Brazilian retail, and the growth expectations reflect a combination of essential factors. The return of consumer confidence, the advancement of e-commerce, and the increased personalization of promotional actions have fueled the sector’s optimism. With structured planning and well-executed strategies, retailers have the opportunity to boost sales and strengthen their businesses this season,” says Alexandre Della Volpe, Marketing Director of Rcell.
Regarding the estimated revenue for the occasion, 85.7% of merchants project values above R$ 1 million. Another 9.5% foresee revenue of up to R$ 100 thousand, while 4.8% estimate revenue between R$ 201 thousand and R$ 300 thousand.
The average ticket of purchases also promises to be high: 79.2% of retailers believe it will be above R$ 450. Another 8.3% project values between R$ 251 and R$ 350, while 4.2% predict an average ticket of up to R$ 150. In addition, 4.2% estimate values between R$ 151 and R$ 250, and the same percentage believes it will be in the range of R$ 351 to R$ 450.
Preparation for Mother’s Day also varies among retailers. The majority (50%) organize their strategies one to two months before the date, while 41.7% start preparations up to one month. Only 8.3% begin planning more than four months in advance, highlighting the importance of anticipation to maximize sales and ensure effective campaigns.
Regarding consumption trends, household products, such as washing machines, blenders, and air fryers, top the list, being pointed out by 50% of respondents as the most sought-after items. Practical gifts, such as electric pans, coffee makers, and portable vacuum cleaners, represent 25% of the demand.
Luxury gifts, such as imported perfumes, jewelry, and latest generation smartphones, also have a significant audience, accounting for 20.8% of choices. Customized gifts, like decorative mugs, photo albums, and personalized personal care kits, appear with 4.2% of preference.
Purchasing behavior and installment impact
Millennials (26 to 41 years old) are the most significant consumers for the occasion, representing 58.3% of the audience. Next, Generation X (42 to 57 years old) accounts for 37.5%. Regarding purchasing trends, 37.5% of respondents believe there will be no significant changes in consumer behavior compared to last year. However, 33.3% perceive a return to shopping in physical stores, while 29.2% are betting on the growth of online commerce.
Installment payments remain an essential factor in the purchasing decision process. For 79.2% of respondents, this modality has a significant impact, preferred by the majority of customers. Meanwhile, 20.8% report a medium impact, indicating that installment payments influence but are not decisive for everyone.
Promotions and communication channels
Retailers are gearing up to boost sales on Mother’s Day with various promotional strategies. Among the most adopted actions, progressive discounts and promotional packs stand out, both with 41.7% adoption. Other initiatives include offering free gifts for purchases above a certain value (12.5%), raffles and contests (12.5%), and cashback (8.3%). However, 20.8% of merchants do not plan to carry out specific promotions for the date.
Regarding the priority channels for communication with customers, physical stores lead with 25% preference, followed by Instagram (22.62%), e-commerce (17.6%), WhatsApp (15.48%), Facebook (13.49%), and TikTok (6.35%).
In addition to actions to attract consumers, companies also plan strategies for loyalty and after-sales. After-sales support stands out as the main initiative, adopted by 66.7% of retailers. Other strategies include loyalty programs and the creation of communities to offer exclusive discounts, both with 8.3% adoption. Cashback, although present among the initiatives, records lower adoption, with 4.2%.
“Research helps us better understand what consumers expect and how retailers can prepare to meet this demand in the best possible way. Mother’s Day is a key moment for the sector, and having access to these insights can make all the difference in the performance of retailers,” concludes Alexandre Della Volpe.
