5 Steps for Retailers to Boost Sales on Mother’s Day

Celebrated on May 11th, Mother’s Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To leverage the commercial potential of this occasion, retailers need to be prepared with assertive strategies involving customer experience, creative promotions, and digital presence. 

According to a survey conducted by Instituto Locomotiva in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother’s Day in 2025. It is estimated that around 133 million consumers will drive the market, strengthening sales in national retail, both in physical and digital environments.

Given this promising scenario, Raphael Lassance, partner and mentor at Sales Clube, Brazil’s largest sales community, gathered 5 fundamental steps that retailers should follow to boost their sales this Mother’s Day.

1. Understand your customer’s behaviorBefore selling, you need to know. Use data from previous purchases, website behavior, and social media interactions to understand what your audience is looking for on this date. Personalization begins with listening.
2. Thematic campaigns and special promotionsCreating specific campaigns for Mother’s Day, with emotional appeal and targeted language, helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, gifts, and personalized kits can attract more customers and increase the average ticket.
3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer more consultative and empathetic service can convert more sales. In the online environment, well-programmed chatbots, personalized recommendations, and easy navigation are factors that positively impact purchasing decisions.
4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, partnerships with influencers, and social media content help drive traffic, engage the audience, and increase conversion. A well-structured e-commerce platform, with options for fast delivery or in-store pickup, is also a competitive differentiator.
5. Explore all channelsBeing omnichannel is a major differentiator. Being present in physical stores, e-commerce, social media, and WhatsApp, with consistent messaging and integration between channels, increases reach and conversion chances.

“By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail strategically positions itself to turn Mother’s Day into an opportunity for growth, loyalty, and connection with the audience,” says Raphael Lassance.