Celebrated on the next May 11th, Mother’s Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To take advantage of the commercial potential of this occasion, retailers need to be prepared with assertive strategies involving customer experience, creative promotions, and digital presence.
According to a survey conducted by the Locomotiva Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother’s Day in 2025. The estimate is that around 133 million consumers will drive the market, strengthening sales in the national retail sector, both in physical and digital environments.
In this promising scenario, Raphael Lassance, partner and mentor of Sales Clube, Brazil’s largest sales community, compiled 5 fundamental steps that retail should follow to boost its sales this Mother’s Day.
- Understand your customer’s behavior Before selling, it is necessary 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 starts with listening.
- Thematic campaigns and special promotions Creating specific campaigns for Mother’s Day, with emotional appeal and targeted language, helps connect the brand with the consumer. Offering promotions such as combos, progressive discounts, gifts, and personalized kits can attract more customers and increase the average ticket.
- Humanized shopping experience Customer service makes all the difference. Training the team to offer a more consultative and empathetic service can lead to more sales. In the online environment, well-programmed chatbots, personalized recommendations, and easy navigation are factors that positively impact the purchase decision.
- Enhanced digital presence Investing in digital marketing is essential. Targeted ads, partnerships with influencers, and content on social networks help drive traffic, engage the audience, and increase conversion. A well-structured e-commerce platform, with options for fast delivery or in-store pickup, is also a competitive advantage.
- Explore all channels Being omnichannel is a great advantage. Being present in physical stores, e-commerce, social networks, and WhatsApp, with consistent messaging and channel integration, increases reach and conversion chances.
“By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail strategically positions itself to transform Mother’s Day into an opportunity for growth, loyalty, and connection with the audience,” says Raphael Lassance.
