Mother’s Day is one of the most relevant 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 in May, representing a 14.5% growth compared to the R$ 8.48 billion recorded in the same period in 2024.
The expectation is that around 16.7 million orders will be placed 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, highlighting not only an increase in purchase volume but also a consumer willing to spend more.
Considering the inflation rate, the real growth forecast for the period is 4.9%. Among the most sought-after categories for the occasion are fashion items, perfumery, home appliances, electronics, flowers, and jewelry.
“Dates like Mother’s Day show how much e-commerce has solidified itself as a shopping channel for gifts. Convenience, shorter delivery times, and the ability to compare prices remain decisive factors for consumers. The expectation is positive and shows that the sector should maintain its growth trajectory, even in a challenging economic scenario,” says Mauricio Salvador, president of ABComm.
To boost results, ABComm recommends that merchants use digital marketing strategies, such as social media campaigns, paid ads, email marketing, and personalized messages via WhatsApp. Anticipating campaigns and strengthening 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 e-commerce for flowers and gifts in Latin America, projects a 15% growth in order volume for the period compared to 2024. Considered the most important date in the first half of the year 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 varied styles of mothers and consumer profiles. In addition to flowers, which are expected to lead sales with 70% preference, the brand’s portfolio includes chocolates, stuffed animals, books, and other options that can be combined into customized kits. Gift combos represent 20% of the expected sales, while traditional breakfast baskets are expected to reach 10%, reinforcing the variety and emotional appeal of the choices.
Flowers take center stage due to their emotional symbolism and practicality in 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 their high representation in holiday sales.
Significant growth in commemorative dates
Commemorative dates, such as Mother’s Day, have been pillars of Giuliana Flores’ strategy. For 2025, the company has set the goal of reaching 800,000 deliveries, betting on these occasions to drive results. The positive performance goes beyond numbers, reflecting the commitment to a diversified portfolio of over 10,000 items, excellent service, and fast deliveries. Present throughout Brazil, the e-commerce platform offers deliveries that, in some regions, can occur in as little as three hours.
“Mother’s Day is undoubtedly one of the most special dates for us, not only because of the sales volume but also due to the emotional significance it carries. We have the mission of delivering emotions, and few occasions symbolize this as well. It’s an opportunity to strengthen bonds and show, through flowers and gifts, all the affection and love that mothers represent,” highlights Clóvis Souza, founder and CEO of Giuliana Flores.
