Mother's Day 2025: what the data reveals about buying behavior and opportunities in Retail Media

Mother's Day is one of the most symbolic dates in the Brazilian calendar 'ODO and also one of the most commercial. In 2025, data reveal a significant recovery in the intention of celebration and purchase compared to previous years. According to a survey conducted by Globo with the PiniOn Institute82% of Brazilians intend to celebrate the date (against 77% in 2024), and 71% say they will present, a significant jump from the 58% last year.

This movement represents a strategic opportunity not only for retail, but also for brands that operate within this ecosystem. With the support of Retail Media solutions, retailers and advertisers can activate smarter and personalized campaigns, impacting consumers at the most relevant moments of the purchase journey. For this, understanding the new consumption habits becomes essential & this is where data becomes protagonists.

Anticipation and planning: the new dynamics of consumption

The advance purchase gained momentum in 2025: 39% of respondents by the survey say they intend to acquire gifts approximately 15 days in advance, while 23% plan to do this with about a month. This behavior, in addition to opening a larger window for advertising campaigns, reinforces the importance of logistics planning, audience segmentation and media activations in advance.

This data directly speaks to actual results observed in seasonal campaigns that have adopted this approach.Last year, for example, in an Easter action held between the Mondelez and RelevanC46% of online purchases of Easter eggs occurred in a planned manner, at least seven days in advance. Early communication was decisive to influence this behavior, demonstrating that well-structured strategies in Retail Media can anticipate sales and increase the performance of campaigns.

In addition, the place of purchase remains relevant: 61% of consumers still prefer to make their purchases in physical stores. However, there is a growing presence of digital, especially in categories such as perfumery, cosmetics and technology. The intention to buy perfumery and cosmetics online has risen from 8% to 15% between 2024 and 2025, while technology items such as electronics and accessories have also registered highs of up to 4 percentage points. This movement reinforces the importance of connecting consumer data and digital journey to impact the consumer with assertive messages and offers at the right time 's whether online, in the intersection.

The ideal gift: from affection to practicality

In the wish list, perfumes and cosmetics (34%) and clothing (22%) lead the gift intentions, followed by chocolates/sweets and shoes. Among the items of higher added value, stand out airfryers (28%), TVs (22%) and washing machines (21%). The category of appliances and appliances remains one of the pillars of the date, and 77% of consumers who will gift with these items intend to acquire a “it ready to be sold by themselves.

In addition to those present, the research shows that meals will be the center of celebrations: 25% of Brazilians plan to celebrate by preparing a special meal at home, while 21% intend to make a meal in restaurants. This choice directly impacts food retail: 53% of consumers say they will buy food in physical supermarkets, 16% will use online supermarkets and 13% intend to resort to delivery applications.

These numbers reinforce that, even with the growth of digital, the physical store continues to be the protagonist for purchases related to meals, making room for Retail Media strategies that connect brands and consumers both on gondolas and digital channels.

With the consumer more organized and seeking convenience at various times of the journey, the customization of Retail Media campaigns becomes even more strategic to engage and convert efficiently.

Retail Media as a response to the requirement for customization

The study also reveals a more demanding consumer: 44% say they usually spend more than they can to please those who will be presented, even amid variations in the economic scenario. Price is the main factor for the choice of the product (31%), followed by trust in the store (19%) and variety (18%). But when we look at the combination of coupons and discounts (18%), we realize the importance of smart and actionable offers.

Again, Retail Media becomes a great ally as it allows you to do this in real time: adjust creatives based on inventory, react to changing consumer behavior and offer personalized advantages directly on the buying platforms.Sectioning based on behavioral data makes campaigns more efficient and the consumer experience more fluid.

Beyond a symbolic date

With a 13 percentage point increase in gift intention compared to 2024, Mother's Day 2025 should boost Brazilian retail on all fronts. But growth will come, mainly, for brands that know how to anticipate consumer needs, offer real convenience and customize their messages based on concrete data.

Retail Media will be the link between data and decision. The possibility of crossing behavioral and transactional data to activate highly segmented campaigns has ceased to be a trend and has become a reality that, when well explored, turns the commemorative dates into great business drivers.And on Mother's Day, where affection and consumption go together, this has never been so true.

*Caroline Mayer has more than 20 years of experience in the international commercial area with strong operations in France and Brazil, working mainly in the opening of new businesses and subsidiaries, brand reinforcement, team leadership and sales strategies with partnership with major agencies. Since 2021, she is VP Brazil of RelevanC, specialist in Retail Media solutions that, in Brazil, operates in the actions of the GPA.