The national purchasing intention survey by the São Paulo Commercial Association (ACSP), conducted by PiniOn, which included a sample of 1,631 respondents. Of this total, 46.7% of respondents intend to buy gifts for Mother’s Day, 32.0% answered they have no intention to do so, while 21.3% are undecided. Compared to last year, there was a slight increase in the proportions of those who expressed purchase intention and those who do not plan to buy gifts, while the percentage of undecided respondents decreased.
Among the group of respondents who plan to give gifts to their mothers, 39.7% intend to spend more than in 2024, while 34.2% wish to do the opposite. Compared to last year, the proportions of both types of respondents increased, although slightly in the latter case. In terms of spending level, the majority (77.6%) intend to spend between R$50.00 and R$600.00.
The survey also indicated that most purchases would be made in small establishments (43.7%) and in person, at physical stores (60.8%). Most respondents (69.4%) stated they would not use their 13th salary advance for purchases related to this holiday.
Table 1 records the main categories of goods and services that are part of respondents’ purchase intentions, as well as whether payment would be made in cash/debit, PIX, or installments. It is important to remember that more than one gift option can be chosen by each respondent.
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The clothing sector remains one of the main items, at 52.9%, though significantly lower than pre-pandemic levels (80.0%). Gifts in the beauty sector, including jewelry and accessories, continue to be remembered for mothers and account for about 58.2% of intentions.
On the other hand, there is a reduction in the categories of furniture, appliances, and digital products, which together represent about 38.4% of purchase intentions, below the 45.1% recorded in last year’s survey. This decline may be related to higher interest rates compared to last year.
Chocolates (alone with 15.5% of preferences) continue to be mentioned, even after Easter, while together with flowers, they account for 27.5% of preferences.
Overall, there continues to be a significant decrease in willingness to buy in installments compared to 2024, while for most items, there remains a greater preference for using cash and debit cards, as well as the PIX payment method for cash purchases, although this method has also increased.
The decrease in installment purchase intentions could be associated with significantly higher interest rates compared to last year, in a context of high household debt.
According to ACSP economist Ulisses Ruiz de Gamboa, in summary, purchase intentions for Mother’s Day generally continue to indicate a greater preference for lower-value items, less dependent on credit financing.
“The intention to buy on the date has increased moderately compared to last year’s survey, reflecting the more difficult financial situation faced by families, in a context of high interest rates, high indebtedness, and strong increases in prices of basic products. In any case, the greater propensity to buy in person, at small establishments, would especially benefit more traditional commerce,” explained Ruiz de Gamboa.
