In Brazil, Mother’s Day is not just a family celebration — it’s the second largest retail event, moving billions across the country. And now, this date extends beyond the second Sunday of May: throughout the month, brands intensify campaigns, promotions, and engagement strategies to capture the attention of consumers searching for the perfect gift and take advantage of the date’s engagement.
In this scenario, conversational commerce — driven by artificial intelligence and messaging platforms — has gained prominence. This approach is reshaping the shopping journey, making interactions more personalized, fast, and effective. For retailers and tech companies, Mother’s Month has become a showcase to consolidate digital strategies centered on the consumer experience. It’s the moment for a shift in the relationship between brands and customers — who now connect not only through the affection involved in the date but also through the convenience and relevance brought by new digital tools.
Mother’s Day drives Brazilian retail intensely throughout May, solidifying itself as the second most important date in the sector, second only to Christmas. In 2024, e-commerce reached a record R$8.48 billion in sales, surpassing the R$7.68 billion of 2023. Through an increasingly digital journey, 72% of consumers use their phones to compare prices and research products in physical stores, reinforcing the rise of omnichannel and conversational commerce. The average purchase ticket is around R$150, with highlights in fashion, perfumery, electronics, and experiences.
In other words, with the growth of digital consumption and the search for convenience, Mother’s Month has become a strategic moment for retailers who want to combine efficiency with emotional connection — fundamental elements to meet the expectations of modern consumers. The fashion retailer Reserva is one of the prime examples of using, from chatbots to integrated checkout via messaging apps, fluid and customer-centric experiences. The company stands out as an example of innovation in using artificial intelligence (AI) in retail, especially during Mother’s Month. The brand implemented an AI-based virtual assistant, aiming to solve a common challenge for many consumers: choosing the perfect gift.
The conversational solution allowed customers, through text or voice, to describe the style, preferences, and age range of the mothers. The AI, in turn, provided personalized product suggestions, available 24/7.
The results exceeded expectations. The implementation of abandoned cart alerts led Reserva to achieve an ROI of up to 46 times, highlighting the effectiveness of personalized marketing strategies. Meanwhile, WhatsApp campaigns achieved click-through rates of 40% and open rates of 60%, a significant increase compared to email marketing and SMS. Overall, the brand achieved an ROI of 7 times in online sales, reflecting the positive impact of AI-based and conversational commerce strategies.
“What makes conversational AI particularly effective in the context of Mother’s Day in Brazil is its alignment with the relationship-centric commercial approach — a characteristic deeply rooted in Brazilian culture. Consumers in the country traditionally value personal connections with retailers and sellers, something traditional e-commerce struggles to replicate,” says Bruno Montoro, Head of Business for Latin America at Gupshup.
Bruno adds that, specifically for Mother’s Day, conversational AI not only recognizes the emotional value of this date but also helps reduce consumer decision fatigue. ‘The personalization of gift suggestions, taking into account regional and cultural preferences, is a major advantage, allowing each purchase to feel unique and special without losing the efficiency of a digital process,’ he says.
He concludes that as consumer expectations continue to rise, the brands that will thrive are those that use conversational platforms not just as sales channels but as strategic relationship tools. ‘They are essential to honoring the cultural significance of motherhood, creating shopping experiences that go beyond the transaction and build lasting emotional connections with the customer,’ he concludes.
