With Mother’s Day approaching, a new survey conducted by Privalia – hub which connects consumers to over 600 “love brands” both national and international – reveals the main consumption trends for the commemorative date, the second best for retail, only behind Christmas. The survey, which heard from 2,646 consumers, indicated that the vast majority – 81% of respondents – plan to make their purchases in online stores, consolidating e-commerce as the preferred channel when choosing the ideal gift.
Another relevant point presented is that the celebration goes far beyond the traditional figure of the mother: godmothers, grandmothers, mothers-in-law, wives, daughters, and even the consumers themselves are among the recipients of gifts. For 77% of respondents, the intention to give gifts is linked to all the people who play this affective role in their lives. With this in mind, Privalia’s campaign for the date has the motto “Mothers are all the same, except they’re not,” to celebrate all the diversity of styles.
The most desired categories for this year are fashion and accessories (62%), followed by footwear (41%) and perfumes and cosmetics (28%), items that reflect the desire for gifts that are symbolic, affective, and stylish. According to the study, 48% of respondents start researching one month in advance, and 84% make the purchase two weeks or more before the date, indicating increasingly planned behavior.
Attractive price and shipping costs are decisive
The survey also revealed the factors that most influence the purchase decision: good prices (70%), promotions and discounts (66%), and free shipping (49%). On the other hand, shipping costs (76%) and delivery time (54%) appear as the main reasons that lead consumers to abandon the purchase.
For Privalia, the survey reinforces the importance of combining curation, practicality, and good conditions to accompany the consumer on such a special date. “Mother’s Day is an opportunity to express affection and recognition through meaningful gifts. Our role is to facilitate this choice by offering style, desired brands, trust, and real advantages for our customers,” highlights Andrea Figueira, Privalia’s marketing head.
Consumer behavior also indicates a concern with the invested value. Most plan to spend up to R$200.00, and 71% choose to pay in installments on their credit cards. Multi-brand sites and marketplaces, such as Privalia itself, were pointed out as the most accessed during the period.
