Mother's Day is one of the most symbolic dates on the Brazilian calendar – and also one of the most commercial. In 2025, data reveals a significant recovery in the intention to celebrate and purchase compared to previous years. According to aSurvey conducted by Globo with the PiniOn Institute82% of Brazilians intend to celebrate the date (compared to 77% in 2024), and 71% say they will give gifts, a significant increase from 58% last year.
This movement represents a strategic opportunity not only for retail but also for the brands operating within this ecosystem. With the support of Retail Media solutions, retailers and advertisers can activate smarter and more personalized campaigns, impacting consumers at the most relevant moments of the purchase journey. For this, understanding the new consumption habits in depth becomes essential – and that's where data becomes the protagonist.
Anticipation and planning: the new dynamics of consumption
Early shopping gained strength in 2025: 39% of respondents in the survey say they plan to purchase gifts approximately 15 days in advance, while 23% plan to do so about a month ahead. This behavior, in addition to opening a larger window for advertising campaigns, reinforces the importance of logistical planning, audience segmentation, and media activations in advance.
This data directly correlates with actual results observed in seasonal campaigns that adopted this approach. Last year, for example, in an Easter event held among theMondelezandRelevanC46% of online Easter egg purchases were made in a planned manner, at least seven days in advance. Advance communication was crucial in influencing this behavior, demonstrating that well-structured strategies in Retail Media can anticipate sales and enhance campaign performance.
Furthermore, the place of purchase remains relevant: 61% of consumers still prefer to shop in physical stores. However, there is a growing presence of digital, especially in categories such as perfumery, cosmetics, and technology. The online purchase intention for perfumes and cosmetics increased from 8% to 15% between 2024 and 2025, while technology items such as electronics and accessories also saw rises of up to 4 percentage points. This movement reinforces the importance of connecting consumption data and the digital journey to impact the consumer with targeted messages and offers at the right moment—whether online, in physical stores, or at the intersection of both.
The ideal present: from affectivity to practicality
In the wishlist, perfumes and cosmetics (34%) and clothing (22%) lead gift intentions, followed by chocolates/sweets and footwear. Among the highest value-added items, air fryers (28%), TVs (22%), and washing machines (21%) stand out. The category of small appliances and household appliances continues to be one of the pillars of the date, and 77% of consumers who plan to gift these items intend to purchase a "kit" – whether assembled by themselves or sold ready-made.
In addition to gifts, the survey shows that meals will be the center of the celebrations: 25% of Brazilians plan to celebrate by preparing a special meal at home, while 21% intend to dine at restaurants. This choice directly impacts the food retail sector: 53% of consumers say they will buy food in physical supermarkets, 16% will use online supermarkets, and 13% plan to turn to delivery apps.
These numbers reinforce that, even with the growth of digital, the physical store remains the main player for meal-related purchases, paving the way for Retail Media strategies that connect brands and consumers both on the shelves and through digital channels.
With consumers more organized and seeking convenience at various points in their journey, the personalization of Retail Media campaigns becomes even more strategic to engage and convert efficiently.
Retail Media as a response to the demand for personalization
The study also reveals a more demanding consumer: 44% say they tend to spend more than they can to please the recipient, even amid economic fluctuations. The price is the main factor in product choice (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.
Once again, Retail Media becomes a great ally, as it allows real-time actions: adjusting creatives based on stock, reacting to changes in consumer behavior, and offering personalized advantages directly on purchasing platforms. Segmentation based on behavioral data makes campaigns more efficient and the consumer experience smoother.
Much more than a symbolic date
With a 13 percentage point increase in the intention to give gifts compared to 2024, Mother's Day 2025 is expected to boost the Brazilian retail sector across all fronts. But growth will come mainly to brands that know how to anticipate consumer needs, offer real convenience, and personalize their messages based on concrete data.
Retail Media will be the link between data and decision. The possibility of cross-referencing behavioral and transactional data to activate highly targeted campaigns is no longer a trend but has become a reality that, when well exploited, turns holidays into major business drivers. And on Mother's Day, where affection and consumption go hand in hand, this has never been more true.
*Caroline Mayer has over 20 years of experience in the international commercial sector with a strong presence in France and Brazil, mainly focusing on opening new businesses and subsidiaries, brand reinforcement, team leadership, and sales strategies in partnership with major agencies. Since 2021, he has been VP Brazil at RelevanC, a specialist in Retail Media solutions that operates in Brazil on behalf of GPA.
