Rcell Rcell, one of the largest technology distributors in Brazil, with the support of ASUS, conducted a proprietary survey to map retailers’ expectations, strategies, and challenges for the 2025 Mother’s Day. The survey, which covered all states in the country, revealed strategic insights about regionalization of campaigns and investments in paid advertising.
The research indicates that personalizing regional campaigns has been a recurring practice among retailers to strengthen consumer engagement. Half of the retailers offer products and promotions tailored to regional holidays, while 45.8% use local influencers to increase proximity with the audience.
Additionally, 25% adapt the language and tone of communication according to regional dialects or expressions, and the same percentage use local images and references to strengthen the visual identity of campaigns. To better understand audience preferences, 20.8% conduct local market research, while 16.7% of retailers prefer not to make regional adaptations and maintain a more comprehensive approach. Others 16.7% bet on events or in-person actions in strategic locations to strengthen relationships with consumers.
“The study shows that retailers are increasingly aware of the importance of regionalizing campaigns, reflecting a strategic effort to establish more authentic and effective communication with consumers”, states Alexandre Della Volpe, Marketing Director of Rcell. “Adapting language, selecting local influencers, and using regional references are factors that can significantly boost engagement and sales conversion.”
The study also reveals key investments in paid advertising for Mother’s Day, highlighting Google Ads as the most prioritized channel, with 18.61% of retailers’ preference, followed by Instagram Ads (17.49%), traditional media (17.08%), and Facebook Ads (15.56%). Other strategies include marketplace ads, which represent 11.39% of investments, TikTok Ads, with 10.56%, as well as other channels accounting for 6.53%. Only 2.78% of companies stated they do not plan to invest in paid advertising for the occasion.
The survey data reveals a dynamic market where physical and digital commerce coexist, and regional strategies solidify as a competitive advantage. Consumer behavior continues to prioritize convenience, technology, and flexible payment conditions, making well-targeted campaigns even more essential for sales success on this highly relevant date for Brazilian retail.
