5 Steps for retail to boost sales on Mother’s Day

Celebrated on the upcoming 11th of May, Mother’s Day is one of the most crucial dates for Brazilian retailers, second only to Christmas in sales volume. To capitalize on the commercial potential of this occasion, retailers need to be ready with assertive strategies that involve customer experience, creative promotions, and digital presence. 

According to a survey conducted by Instituto Locomotiva in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother’s Day in 2025. It is estimated that around 133 million consumers will drive the market, strengthening sales in the national retail sector, both physically and digitally.

Faced with this promising scenario, Raphael Lassance, partner and mentor of Sales Clube, the largest sales community in Brazil, has compiled 5 fundamental steps that retailers must follow to boost their sales this Mother’s Day.

1. Understand your customer’s behaviorBefore selling, it’s essential to know. Use data from previous purchases, website behavior, and interactions on social media to understand what your audience is looking for on this date. Personalization begins with listening.
2. Thematic campaigns and special promotionsCreating specific campaigns for Mother’s Day, with emotional appeal and targeted language, helps to connect the brand with the consumer. Offering promotions such as combos, progressive discounts, gifts, and customized kits can attract more customers and increase the average ticket.
3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer a more consultative and empathetic service can lead to more sales. Online, well-programmed chatbots, personalized recommendations, and easy navigation are factors that positively impact the purchase decision.
4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, partnerships with influencers, and content on social media help drive traffic, engage the audience, and increase conversion. A well-structured e-commerce platform, with options for quick delivery or in-store pickup, is also a competitive advantage.
5. Explore all channelsBeing omnichannel is a great advantage. Being present in physical stores, e-commerce, social media, and WhatsApp, with consistent messaging and channel integration, expands reach and increases conversion opportunities.

“By understanding the consumer’s profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retailers strategically position themselves to turn Mother’s Day into an opportunity for growth, loyalty, and connection with the audience,” says Raphael Lassance.