Driven by a combination of economic, emotional, and technological factors, Mother’s Day 2025 stirred up digital retail and brought breath to the Brazilian e-commerce. According to data from Linx, online sales grew by 17% compared to the same period last year, reflecting a shift in consumer behavior and the professionalization of brand’s digital strategies. The date, traditionally one of the most relevant for commerce, has become a barometer to measure consumption appetite and test solutions that are likely to be repeated — or intensified — on Valentine’s Day.
The performance of the fashion sector was particularly significant, taking advantage of the emotional appeal of the date and its consolidated presence in digital channels. Consumer engagement was boosted by specific actions, such as limited discounts, gifts, and free shipping, demonstrating that complete experiences — from advertisement to delivery — are crucial for customer loyalty. Furthermore, the ability to activate customer bases and respond promptly to demand proved to be a competitive advantage among retailers.
Signaling the strong performance of digital retail, the Divibank, a company providing payment solutions for e-commerce, recorded a sales approval rate of 95.3% in transactions carried out during the Mother’s Day period. The index reflects the efficiency of payment integrations and the stability of operations in high-volume dates, contributing to a smooth and secure shopping journey for retailers and consumers.
With Valentine’s Day on the horizon, industry experts project the continued growth of e-commerce. The expectation is that online sales will exceed R$ 7 billion, with an average ticket above R$ 220, according to industry research. Anticipating the buying journey and investing in campaigns that combine romance and convenience can ensure even more significant results than those recorded in 2024.
For this, Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of the fintech, emphasizes the importance of consumer-centric strategies. “Segmenting offers based on behavioral data, creating seamless shopping experiences, and investing in emotional and personalized themes in campaigns. Being present on different channels and ensuring agile and transparent service are also practices that increase competitiveness in the face of a demanding and digitization-savvy audience,” she says.
The performance of Mother’s Day makes it clear that, more than seasonal, e-commerce growth is a reflection of digital maturity and a consumer seeking convenience, price, and experience. The challenge for brands will be to maintain this standard, leveraging the momentum of holidays to turn occasional purchases into lasting relationships.
