Mother’s Day is an emotional date, as well as being important in the strategic sales calendar. However, consumers have been showing behavioral changes with a preference for searching for the ideal gift in physical stores, valuing the experience at the moment of purchase.
According to research by PiniOn, half of Brazilians (51.8%) plan to buy gifts on this date in physical stores, with 46.2% in small establishments and businesses. About 61.5% of the gifts are from the beauty sector, also jewelry and fashion jewelry.
This scenario challenges e-commerce to review its strategy in online stores, evaluating this period as an opportunity to qualify demand and naturally deliver better results. “E-commerce can compete with physical retail on dates like Mother’s Day when it understands that it’s not just selling a product, it’s selling a gesture, intention, and experience. What charms in the physical can be translated to online when the brand stops being just a sales channel and becomes a connection channel,” emphasizes Hygor Roque, Brand and Partnerships Director at UAPPI.
A recent study by PwC on consumer behavior indicates that social media is popular for brand discovery and reviews: 78% of Brazilians use these channels to discover new brands, and 80% check reviews to validate a company before making a purchase. However, consumers question the security and reliability of these media, classifying them as the least trustworthy sector.
While customer convenience is expected offline, the digital focus is on connecting data with sensitivity so that loyalty goes beyond the click. “Use technology to surprise, adapt the shopping journey, offer options and control, and bring clarity. Every touchpoint must show that the brand cares. Because the consumer doesn’t remember who delivered fast, they remember who made them feel unique,” adds Hygor.
