A few days before Mother’s Day, celebrated on May 11, Brazilian retailers demonstrate confidence in results: according to a survey conducted by Rcell with the support of ASUS, 85.7% of store owners expect to earn over R$ 1 million during the period. Furthermore, the research shows that 91.7% of retailers already adopt early planning as a competitive differentiator – 50% start their strategies up to two months in advance, while 41.7% begin up to one month earlier. Despite the optimism, the significant performance is not guaranteed solely by timing. According to Lucien Newton, vice president of the consulting vertical at the 300 Franchising Ecosystem, more crucial than anticipating promotional actions is structuring a journey that connects purpose, data, and value delivery. “These periods should not only be seen as sales peaks, but as critical points of consumer relationship activation. To extract the maximum revenue potential, a plan that combines market intelligence, audience segmentation, channel integration, and consistency in value delivery is necessary,” he states.
In practice, this movement is already adopted by networks like Kapeh Cosmetics and Specialty Coffees, which combines a cosmetics store and a café in the same space, focusing on the union of well-being and sensory experiences. “Mother’s Day has a very strong emotional appeal, and that’s why we work to deliver products that enchant from the first contact,” explains Vanessa Vilela, the brand’s CEO. The network invests in exclusive kits with thematic and sensory curation, many of them with the differential of green coffee in the composition. They are items aimed at self-care, including vegetable soaps, moisturizing creams, shampoos, hair masks, and other products for skincare and hair and skin care routines. The options cater to different budgets, with prices starting at $59.00 for intermediate versions between $150.00 and $200.00 and more complete editions priced up to $400.00.
“We focus our strategy on an active presence on social networks to create a connection with the end consumer, creating content that highlights the value of family ties,” says Vanessa. Kapeh’s expectation is for a growth of up to 50% in sales compared to a common period and up to 20% more when compared to last year’s Mother’s Day performance.
For Lucien, networks that treat these dates with a strategic vision reap benefits that go beyond immediate results. “It is necessary to deeply understand consumer behavior data, anticipate demands, and design campaigns that deliver memorable experiences aligned with the brand’s DNA. The journey needs to be smooth, personalized, and multi-channel — from discovery to post-sale — with a total focus on convenience and engagement. When this happens, the impact is reflected not only in sales but also in loyalty and an increase in average ticket in the medium and long term,” says Lucien.
