Mother’s Day, one of the most relevant dates for Brazilian retail, is expected to gain even more prominence in 2025, especially in consumer purchasing behavior. A survey by Koin, the leading fintech in ‘Buy Now, Pay Later’ (BNPL) solutions in Brazil, shows that 90% of respondents plan to give gifts to their mothers this year.
Among the most desired items, clothing and accessories top the list, with 41.1% of purchase intentions, followed by beauty and personal care products (35.5%) and household items (17.8%). Technology items, such as smartphones, notebooks, and electronics, appear with 21.8% preference. Jewelry accounts for 15.2%, while experiences like dinners and spa days reach 14.2%, and flowers, 12.2%. Finally, books, entertainment products, and personalized gifts make up 7.6% of the choices.
Regarding gift values, 34.5% of respondents plan to spend between R$ 51 and R$ 150. Another 19.3% intend to invest between R$ 151 and R$ 200; 15.2% between R$ 251 and R$ 350; 11.7% between R$ 351 and R$ 500; and 11.2% between R$ 501 and R$ 1,000. A more select group, 8.1%, is willing to spend over R$ 1,000 to celebrate the occasion.
For payment methods, installment plans are preferred: 37.1% of consumers say they will split the amount into up to five installments; 20.8% in up to two installments; and 31% plan to pay in more than five installments. Only 11.2% said they intend to pay in full upfront.
For Gabriela Jubram, Head of Marketing at Koin, the date is marked by affection but also by conscious financial choices. ‘Today, Brazilians seek options that fit their budgets and make daily life easier. Koin’s installment Pix represents this movement, as it allows gifting without compromising the budget,’ she highlights.
The survey also investigated the criteria guiding gift choices. For most consumers (89.9%), the main goal is to show gratitude. Meanwhile, 18.8% say they will decide what to buy on the spot; 12.2% have not yet considered the matter; the same percentage intends to follow their mother’s exact request; and another 12.2% will prioritize price.
The survey was conducted in the last week of April with 300 participants. In multiple-choice questions, percentages may exceed 100%.
