Just a few days before Mother’s Day, celebrated on May 11th, Brazilian retail shows confidence in the results: according to a survey conducted by Rcell with support from ASUS, 85.7% of retailers expect to earn over R$ 1 million during the period. The research also reveals that 91.7% of retailers already adopt early planning as a competitive advantage—50% start their strategies up to two months in advance, while 41.7% begin up to one month before. Despite the optimism, strong performance is not guaranteed by timing alone. For Lucien Newton, Vice President of the consulting vertical at Ecossistema 300 Franchising, more important than anticipating promotional actions is structuring a journey that connects purpose, data, and value delivery. ‘These periods should not be seen just as sales peaks but as critical moments for activating consumer relationships. To maximize revenue potential, a plan is needed that combines market intelligence, audience segmentation, channel integration, and consistency in value delivery,’ he says.
In practice, this approach is already adopted by chains like Kapeh Cosméticos e Cafés Especiais, which combines a cosmetics store and coffee shop in the same space, betting on the union of wellness and sensory experiences. ‘Mother’s Day has a very strong emotional appeal, which is why we work to deliver products that enchant from the first contact,’ explains Vanessa Vilela, CEO of the brand. The chain invests in exclusive kits with thematic and sensory curation, many featuring green coffee as a unique ingredient. These are self-care items, including vegetable soaps, moisturizing creams, shampoos, hair masks, and other products focused on skincare and hair and skin care routines. The options cater to different budgets, with prices starting at R$ 59.00, intermediate versions between R$ 150.00 and R$ 200.00, and more complete editions reaching up to R$ 400.00.
‘We focus our strategy on an active social media presence to create a connection with the end consumer, producing content that highlights the value of family bonds,’ says Vanessa. Kapeh expects a sales growth of up to 50% compared to a regular period and up to 20% more compared to last year’s Mother’s Day performance.
For Lucien, chains that approach these dates with a strategic vision reap benefits that go beyond immediate results. ‘It’s essential to deeply understand consumer behavior data, anticipate demands, and design campaigns that deliver memorable experiences aligned with the brand’s DNA. The journey must be fluid, personalized, and multi-channel—from discovery to post-sale—with a total focus on convenience and engagement. When this happens, the impact reflects not only in sales but also in customer loyalty and an increase in average ticket size in the medium and long term,’ Lucien states.
