Mother's Day is one of the most important and anticipated dates for e-commerce. In 2025, according to the Brazilian Association of Electronic Commerce (ABComm), sales in the sector are expected to reach R$ 9.713 billion in the period leading up to the commemorative date, 14 days before the second Sunday of May, representing a 14.5% increase compared to the R$ 8.48 billion recorded in the same period in 2024.
It is expected that around 16.7 million orders will be made in e-commerce, with an average ticket of R$ 579. In 2024, 15.97 million orders were recorded, with an average ticket of R$ 531.13, which not only shows an increase in the volume of purchases but also a consumer willing to spend more.
Considering the inflation rate, the projected real growth for the period is 4.9%. Among the most searched categories for the occasion are fashion items, perfumes, small appliances, electronics, flowers, and jewelry.
Dates like Mother's Day demonstrate how e-commerce has solidified as a purchasing channel for gifts. Convenience, shorter delivery times, and the ability to compare prices remain decisive factors for consumers. The outlook is positive and indicates that the sector is likely to maintain its growth trajectory, even in a challenging economic environment, says Mauricio Salvador, president of ABComm.
To enhance results, ABComm recommends merchants to use digital marketing strategies such as social media campaigns, paid advertisements, email marketing, and the use of personalized messages via WhatsApp. The anticipation of campaigns and the strengthening of logistics are also important points to meet the high demand of the commemorative date.
Mother's Day 2025 projects a 15% increase in sales for Giuliana Flores
Giuliana Flores, the largest flower and gift e-commerce in Latin America, projects a 15% growth in the number of orders during the period compared to 2024. Considered the most important date of the first semester for commerce, the occasion reinforces the brand's optimism, which expects an average ticket of R$ 215.
The company bets on diversification to cater to the most varied styles of mothers and consumer profiles. In addition to flowers, which should lead sales with 70% of the preference, the brand's portfolio includes chocolates, plush toys, books, and other options that can be combined into personalized kits. Combo gift sets represent 20% of sales expectations, while traditional breakfast baskets are expected to reach 10%, highlighting the variety and emotional appeal of the choices.
Flowers gain prominence due to their emotional symbolism and practicality when purchasing, especially when combined with the convenience of e-commerce. Gifting flowers thus becomes a simple, accessible, and emotionally meaningful way to honor mothers, which explains the high sales figures for the occasion.
Significant growth during holidays
Celebratory dates, such as Mother's Day, have been pillars of Giuliana Flores's strategy. By 2025, the company has set a goal to reach 800,000 deliveries, leveraging these occasions to boost its results. The positive performance goes beyond the numbers, reflecting the commitment to a diversified portfolio of over 10,000 items, excellent service, and fast deliveries. Present throughout Brazil, the e-commerce makes deliveries that, in some regions, can occur within three hours.
Mother's Day is, without a doubt, one of the most special dates for us, not only because of the sales volume but also because of the emotional significance it carries. We have the mission to deliver emotions, and few occasions symbolize this as well. It is an opportunity to strengthen bonds and to show, through flowers and gifts, all the affection and love that mothers represent," emphasizes Clóvis Souza, founder and CEO of Giuliana Flores.
