Driven by a combination of economic, emotional, and technological factors, Mother’s Day 2025 boosted digital retail and brought renewed energy to Brazilian e-commerce. According to Linx data, online sales grew 17% compared to the same period last year, reflecting a shift in consumer behavior and the professionalization of brands’ digital strategies. Traditionally one of the most relevant dates for commerce, this event has become a barometer for measuring consumer appetite and testing solutions that will likely repeat—or intensify—on Valentine’s Day.
The fashion sector’s performance was especially notable, capitalizing on the emotional appeal of the date and its established presence in digital channels. Consumer engagement was amplified by targeted actions such as limited-time discounts, gifts, and free shipping, demonstrating that end-to-end experiences—from ads to delivery—are crucial for retention. Additionally, the ability to activate customer bases and rapidly respond to demand proved to be a competitive differentiator among retailers.
Highlighting digital retail’s strong performance, Divibank, a payment solutions provider for e-commerce, reported a 95.3% sales approval rate for transactions during the Mother’s Day period. This metric reflects the efficiency of payment integrations and operational stability during peak sales periods, contributing to a seamless and secure shopping journey for retailers and consumers alike.
With Valentine’s Day on the horizon, industry experts project sustained e-commerce growth. Online sales are expected to surpass BRL 7 billion, with an average order value above BRL 220, according to market research. Early shopping campaigns and investments in romantic yet convenient strategies may yield even stronger results than those seen in 2024.
To achieve this, Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) at fintech, stresses the importance of consumer-centric strategies. “Segmenting offers based on behavioral data, creating fluid shopping experiences, and betting on emotionally resonant, personalized campaigns. Being present across multiple channels and ensuring agile, transparent customer service are also practices that enhance competitiveness in a demanding, digitally savvy market,” she says.
Mother’s Day’s performance makes it clear that e-commerce growth is more than seasonal—it reflects digital maturity and consumers prioritizing convenience, price, and experience. The challenge for brands will be maintaining this standard, leveraging holiday momentum to turn one-time purchases into lasting relationships.
