Mother’s Day is one of the most important retail dates, moving R$ 13.2 billion in the economy last year alone, according to data from the National Confederation of Commerce (CNC). For small and medium-sized businesses, the occasion represents an opportunity to promote special offers, boost sales, and drive business. This is the expectation of 54% of SMBs, according to a survey conducted by Serasa Experian, Brazil’s first and largest datatech, when asked about increased sales with special strategies for the date.
“Business management consists of several stages, and among them, planning is fundamental. Understanding important dates for your investment, especially for small and medium-sized businesses, can serve as a tool to boost sales and revenue, adjust inventory, or launch products, for example. Knowing that more than half of SMBs have positive expectations regarding Mother’s Day through special actions carried out by their businesses shows the importance of the date,” says Cleber Genero, Vice President of Small and Medium-Sized Businesses at Serasa Experian.
Expectations by sector and region
The survey also provides this perspective by segment. Retail and wholesale account for 44% of businesses expecting this increase, while services represent 27%, industry 6%, and food and beverages 5%.
Finally, by region, 53% of SMBs with this expectation are from the Southeast, 19% from the Northeast, 12% from the South, 7% from the North, and 7% from the Midwest.
How to take advantage of the date to sell more
Serasa Experian’s mission is to support SMBs on their entrepreneurial journey, both through technological solutions and educational content. For those who want to stand out on Mother’s Day, we share five best practices:
1) Prepare: planning is the start of every action. That is, it is essential for the company to have enough time to prepare for demand, while customers will also know in advance about new offers.
2) Set goals: when establishing objectives, consider reality by analyzing numbers from previous seasonal periods and dates, as well as market projections for the following months. After the period passes, evaluate the numbers achieved and compare them with what was planned to correct what is necessary for future dates and maintain what works well.
3) Create promotions: To boost sales during seasonal dates, it may be necessary to invest in a discount policy to attract customers. Be careful to create something attractive to consumers while ensuring your profit margin remains interesting for your business. It must exist even during sales.
4) Watch your inventory: Inventory control is essential for any sales strategy, whether during special dates or not. Basically, everything that enters and leaves your inventory should be recorded, with proper identification of date, type, value, and other relevant details. With all this updated information, the manager will be able to calculate product turnover, avoiding waste or shortages.
5) Don’t forget post-sales: For effective post-sales service, maintain a basic customer database with always-updated information, such as phone and email. After the sale, reach out to ask about satisfaction regarding the product, service, and overall shopping experience. This will help identify both possible mistakes and successes. A sharp team also greatly aids in this strategy or in case of any eventual sales issues, so taking care of the team is also essential—through training, clear guidance, and expectations.
“Our commitment is to support SMBs on their entrepreneurial journey. We do this through content that clarifies doubts and offers practical guidance—such as Bora Empreender and the strategic dates calendar launched at the beginning of the year—as well as solutions that simplify entrepreneurs’ daily lives, like Score Ponto a Ponto, which transparently details the factors impacting the Serasa Score, for free,” concludes Cleber Genero.
Methodology
The survey interviewed 535 SMBs from Serasa Experian’s customer base during April 2025, with respondents from all over Brazil.
