More than 92% of Brazilians intend to give gifts on Mother’s Day, celebrated on May 11. The information was revealed by a proprietary survey from Mission Brazil, a leading platform in rewarded services, which, seeking to understand the public’s behavior on one of the most important dates of the year for national retail, surveyed over a thousand participants from all states of the country and the Federal District.
The research also revealed an important change in buying behavior: the majority of consumers plan to spend up to R$ 200. Among those interviewed, 33% plan to spend between R$ 101 and R$ 200; while 30% between R$ 50 and R$ 100, and 10% up to R$ 50. Out of the remaining respondents, nearly 14% are willing to spend between R$ 201 and R$ 300 on a gift, about 7% want to spend between R$ 301 and R$ 400, and another 6% intend to buy products above R$ 400.
Among the mentioned gift categories, “Beauty products” (33%) and “Clothes and accessories” (28%) are the favorites, showing a preference for items that promote personal care and self-esteem. While traditional gifts like “Flowers” (6%) and “Home decorations” (3%) have lost popularity among choices, indicating changes in consumption habits.
According to Alyne Carvalho, marketing leader at Mission Brazil and Mission Insights, the company’s research arm, the survey shows that Brazilian consumers are more strategic and emotional in their choices. “Today, Brazilians seek a balance between cost, quality, and emotional significance when choosing a gift,” she evaluates.
Youth driving consumption
The profile of the interviewees highlights the influence of the new generations on consumption. Most respondents belong to Generation Z (45%) and millennials (31.2%), groups recognized for the strong impact of social networks on purchase decisions. Among the other participants, 15% are between 36 and 42 years old, and 7% are in the 43 to 51 age range.
In terms of income, 47% earn up to a minimum wage, 40% between one and three salaries, 9% between three and five salaries, and only 3% receive more than five minimum wages.
The socioeconomic breakdown also helps explain the focus on price strategies and the preference for cash payments, revealing a consumer attentive to budgeting. Alyne believes this study’s portrayal helps explain the new generation of consumers, “when we look at these audiences from Generation Z and millennials, it is clear that they want much more than a product: they seek experiences, values, and a clear purpose in each purchase. For retailers, understanding this journey is essential to leverage the date, build relevance, and loyalty,” concludes the specialist.
In-Store Service and Experience
For gift selection, the study points out that product quality is the most relevant factor in the purchase decision, highlighted by 28.4% of the interviewees. Customer service follows suit, being considered essential by 20.5% of consumers.
Speed in delivery or service also emerges as a decisive element, being highly important according to 91% of participants. But one factor stands out: despite the strong digital presence of younger generations, the preference for in-store purchases is prominent, with 56% planning to go to physical stores, while 43% opt for online shopping.
According to the leader of the marketing area and Mission Insights, the emotional connection provided by the experience of personally choosing a gift for someone so meaningful seems to weigh more than the practicality of online shopping. “Our research indicates that the in-person shopping experience still generates a very strong emotional connection, especially on celebratory dates. Agility, combined with a sense of proximity, directly influences the consumer’s decision,” comments Alyne.
Another important data concerns consumer incentive strategies: 76.8% of respondents prefer discounts over cashback. Additionally, 66.7% indicate the intention to pay in cash, a behavior that reinforces a trend towards greater responsibility and financial planning at the time of purchase, a behavior already observed among the new generations. Among the most valued attraction forms, 42% highlight low prices and discounts, while 25% prioritize good service.
