At Serasa Experian, the first and largest datatech company in Brazil, estimates that about 186,565 fraud attempts will be recorded in the week leading up to Mother’s Day. According to Serasa Experian’s Identity and Fraud Report 2025, Mother’s Day is the third most commercial holiday that drives online commerce in Brazil, behind only Black Friday and Christmas — a scenario that favors the activity of digital criminals. If successful, these actions could cause a financial loss of over R$ 1.04 billion for consumers and companies.
The volume of purchases during this period, driven by promotions and the surge in online sales, is the ideal scenario for scammers. “Holidays like Mother’s Day are sensitive moments for digital security. Criminals exploit the increase in transactions to carry out scams more frequently, especially in digital environments. Therefore, it is essential that both consumers and companies remain vigilant to signs of fraud and invest in protection practices and technologies,” warns Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian.
The survey is based on the daily average of frauds identified by Serasa Experian’s Fraud Attempt Indicator, combined with the potential financial losses from fraudulent transactions. Among the most common modalities are inconsistencies in registration, misuse of personal data, and manipulation of devices and identities.
Among the most common scams during this period are observed:
• Fake websites and social media profiles impersonating well-known stores for data theft;
• Messages with malicious links promising unmissable promotions or gift deliveries;
• Cloning of accounts in messaging apps to request transfers on behalf of third parties.
Here are some essential tips for consumers:
• Ensure that your documents, cell phones, and cards are well stored and secure, with strong passwords for access to the apps;
• Do not provide passwords or access codes outside the bank’s website or the app;
• Be cautious with cards in face-to-face purchases, avoiding swapping when making payments at bars, restaurants, and street vendors;
• Always check the card after the transaction and protect the password when entering it;
• Keep your phone secure with biometrics and two-step authentication;
• Check the reputation of stores and websites before making any purchases, and provide your personal information and card details only if you are sure it is a secure environment;
• Be wary of offers with very high discounts or that require advance payments;
• Be cautious with links shared in social media or SMS message groups;
• Do not lend or sell your data;
• Do not transfer money to friends or relatives without confirming by call or in person that it is really the person in question, as the person’s contact may have been cloned or falsified;
• Create strong passwords and update them regularly;
• Monitor your CPF frequently to ensure you have not been a victim of any Pix fraud.
• Use only secure payment methods and activate two-step authentication whenever possible.
For companies, the recommendations are:
• In an increasingly digital and interconnected business environment, where fraud evolves and expands rapidly, investing in layered fraud prevention technologies to protect the integrity and security of your company’s operations;
• Ensuring the quality and truthfulness of the data in fraud prevention solutions from solutions that continuously improve in the face of fraud changes and threats;
• Deeply understanding your user’s profile and constantly seeking to minimize friction points in their digital journey, ensuring a seamless experience without compromising security.
• Using fraud prevention as a lever to generate revenue, implementing intelligent orchestration of solutions that maximize security, reduce losses, and enable a more agile and reliable purchasing experience for the customer.
Methodology
Serasa Experian estimated the risk of fraud in the week leading up to Mother’s Day in 2025 based on the data from the same period in 2024, when there was a fraud attempt every 3.2 seconds.
