Mother’s Day is one of the most symbolic dates in the Brazilian calendar – and also one of the most commercial. In 2025, data reveals a significant recovery in the intention to celebrate and purchase in relation to previous years. According to a survey conducted by Globo with the PiniOn institute, 82% of Brazilians intend to celebrate the date (compared to 77% in 2024), and 71% say they will give gifts, a significant leap compared to the 58% from last year.

This movement represents a strategic opportunity not only for retail but also for brands that operate within this ecosystem. With the support of Retail Media solutions, retailers and advertisers can activate smarter and more personalized campaigns, impacting consumers at the most relevant moments of the buying journey. To do this, fully understanding new consumption habits becomes essential – and this is where data takes center stage.

Anticipation and planning: the new dynamic of consumption

Early purchasing gained strength in 2025: 39% of those surveyed by the research state that they intend to purchase gifts approximately 15 days in advance, while 23% plan to do so about a month in advance. This behavior, in addition to opening a longer window for advertising campaigns, reinforces the importance of logistics planning, audience segmentation, and advanced media activations.

This data directly correlates with real results observed in seasonal campaigns that adopted this approach. Last year, for example, in an Easter campaign carried out between Mondelez and RelevanC, 46% of online Easter egg purchases were planned, with at least seven days in advance. Early communication was decisive in influencing this behavior, demonstrating that well-structured strategies in Retail Media can anticipate sales and enhance campaign performance.

Furthermore, the purchasing location remains relevant: 61% of consumers still prefer to shop in physical stores. However, there is a growing digital presence, especially in categories like perfumery, cosmetics, and technology. The online purchase intention of perfumery and cosmetics increased from 8% to 15% between 2024 and 2025, while technology items such as electronics and accessories also saw increases of up to 4 percentage points. This trend reinforces the importance of connecting consumer data and digital journey to impact the consumer with relevant messages and offers at the right moment – whether online, in-store, or at the intersection of both.

The ideal gift: from affection to practicality

In the wishlist, perfumes and cosmetics (34%) and clothing (22%) lead the gift intentions, followed by chocolates/candies and footwear. Among the items with higher added value, air fryers (28%), TVs (22%), and washing machines (21%) stand out. The category of small appliances and home appliances remains one of the pillars of the date, and 77% of consumers who will gift these items intend to purchase a ‘kit’ – whether assembled by themselves or sold ready-made.

In addition to gifts, the research shows that meals will be the center of celebrations: 25% of Brazilians plan to celebrate by preparing a special meal at home, while 21% intend to have a meal at restaurants. This choice directly impacts the food retail: 53% of consumers say they will buy food in physical supermarkets, 16% will use online supermarkets, and 13% intend to use delivery apps.

These numbers reinforce that, even with the growth of digital, the physical store remains a protagonist for meal-related purchases, creating opportunities for Retail Media strategies that connect brands and consumers both in the aisles and digital channels.

With the consumer more organized and seeking convenience in various moments of their journey, the customization of Retail Media campaigns becomes even more strategic to engage and convert efficiently.

Retail Media as a response to the demand for personalization

The study also reveals a more demanding consumer: 44% say they often spend more than they can to please those who will be gifted, even amid fluctuations in the economic scenario. Price is the main factor for product choice (31%), followed by trust in the store (19%) and variety (18%). But when we look at the combination of coupons and discounts (18%), we realize the importance of smart and actionable offers.

Once again, Retail Media becomes a great ally since it allows adjusting creatives in real-time: adapting creatives based on inventory, reacting to changes in consumer behavior, and offering personalized advantages directly on purchasing platforms. Segmentation based on behavioral data makes campaigns more efficient and the consumer experience more seamless.

Far beyond a symbolic date

With a 13-percentage point increase in the intent to give gifts compared to 2024, Mother’s Day 2025 should boost Brazilian retail on all fronts. But growth will come mainly for brands that anticipate consumer needs, offer real convenience, and personalize their messages based on solid data.

Retail Media will be the link between data and decision. The possibility of crossing behavioral and transactional data to activate highly segmented campaigns has ceased to be a trend and has become a reality that, when well explored, transforms holidays into major business drivers. And on Mother’s Day, where affection and consumption go hand in hand, this has never been so true.

*Caroline Mayer has over 20 years of experience in international commercial area with a strong presence in France and Brazil, mainly focusing on opening new businesses and subsidiaries, brand reinforcement, team leadership, and sales strategies in partnership with major agencies. Since 2021, she has been VP Brazil of RelevanC, an expert in Retail Media solutions that, in Brazil, operates in GPA’s actions.