With increasingly sophisticated strategies and optimistic projections, Brazilian retail is preparing for one of the most important dates of the year: Mother’s Day. In 2025, expectations are that the celebration week will generate around R$14.2 billion, a 6.5% growth compared to 2024, according to estimates from the National Confederation of Commerce (CNC).
To better understand the scenario, Daniela Dornellas, founder and curator of Fashion Meeting, a pioneering platform in Brazil focused on promoting events for entrepreneurship in the fashion market, shares insights on consumer behavior, marketing strategies, and the new requirements to stand out in today’s retail. According to her, Mother’s Day remains the second most relevant date in the retail calendar, second only to Christmas. But more than selling, brands’ mission is to create memorable experiences. ‘Today’s consumer seeks more than a gift; they want to connect with the brand and experience something authentic. Personalizing the experience and humanizing communication are essential to creating this bond,’ she says.
Driven by the post-pandemic era and digital acceleration, today’s consumer has different expectations. ‘Today, we are driven by narratives that value sensory and emotional connection. Retail needs to be immersive and offer experiences that truly impact,’ highlights Daniela Dornellas.
With the intense activity the date demands, retailers have been betting on meticulous planning based on data from the previous year. ‘Inventory management, logistics, and team planning need to be thought out in advance. Data usage is essential to avoid stock shortages, optimize routes, and ensure efficient service at the point of sale,’ she emphasizes. Data analysis and CRM usage are also indispensable allies for sales success. ‘Based on data, retailers can optimize the layout of the store, control inventory more accurately, and create personalized offers that truly resonate with the local audience,’ says Daniela.
Thematic campaigns, special collaborations, and the use of artificial intelligence are already realities in the sector. ‘Influencer marketing, mobile advertising, and actions that portray motherhood realistically have gained prominence. Additionally, virtual fitting rooms and capsule collections have been bets to connect innovation with emotion,’ notes Daniela. Now, in the omnichannel environment, the shopping experience becomes continuous, fluid, and integrated. ‘The customer can start the journey online and finish in the physical store or vice versa, without losing personalization. Consistency across channels is indispensable,’ she explains.
The most sought-after categories that continue to trend during the date are fashion, beauty, and technology. In particular, Daniela highlights the rise of wellness fashion, which combines comfort, functionality, and sustainability, reflecting consumers’ new values. The future of retail is moving toward consolidating unique experiences, cutting-edge technology, and social responsibility. ‘We are seeing artificial intelligence used in campaigns, smart fitting rooms, and personalized actions. Technology doesn’t replace humans but enhances connection,’ she concludes.
