With revenues R$1.6 billion higher than the previous year, the e-commerce Brazilian market recorded a 16.7% growth on Mother’s Day 2024, according to Neotrust data. The result confirms the date’s strength 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 like fashion, beauty, and electronics stood out during this period.
The purchasing index also showed relevant changes. An ABComm study indicates that consumers began researching deals almost three months before the date. Among respondents, 42% chose to shop online, with most planning to spend between R$50 and R$200 on gifts.
“Mother’s Day is a key milestone for understanding consumer behavior in the country. Brands that use data to anticipate consumption trends can create more competitive offers, align inventories, and stand out in marketplaces with much greater efficiency,” highlights Juliana Vital, Global Chief Revenue Officer at Nubimetrics.
For 2025, based on insights extracted from the platform through analyses, six promising product trends can already be identified: national perfumes, sandals, handbag sets, breakfast baskets, pajamas, and compact appliances like robot vacuums and coffee grinders. These categories have shown high demand in recent months and should remain strategic bets for those looking to leverage the full potential of the date.
“Anticipation will once again be crucial. With traffic spread over the months leading up to the celebration, sellers and brands that adjust their strategies based on data have a better chance of capturing consumer interest at the right moment,” concludes the CRO.
