Serasa Experian, Brazil’s first and largest datatech company, estimates that around 186,565 fraud attempts will be recorded in the week leading up to Mother’s Day. According to Serasa Experian’s 2025 Identity and Fraud Report, Mother’s Day is the third-highest holiday for online commerce in Brazil, trailing only Black Friday and Christmas—a scenario that favors the actions of digital criminals. If successful, these actions could cause financial losses exceeding R$1.04 billion for consumers and businesses.
The surge in purchases during this period, driven by promotions and increased online sales, creates the ideal scenario for scammers. ‘Holidays like Mother’s Day are sensitive moments for digital security. Criminals exploit the rise in transactions to carry out scams more frequently, especially in digital environments. Therefore, it’s essential for both consumers and businesses to stay alert to signs of fraud and invest in protective practices and technologies,’ warns Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian.
The study is based on the daily average of fraud attempts identified by Serasa Experian’s Fraud Attempt Indicator, combined with the potential financial losses from fraudulent transactions. The most common fraud types include inconsistencies in registration data, misuse of personal information, and manipulation of devices and identities.
Among the most frequent scams observed during this period are:
• Fake websites and social media profiles impersonating well-known stores to steal data;
• Messages with malicious links promising unbeatable promotions or free gifts;
• Cloning of messaging app accounts to request transfers under someone else’s name.
Here are some essential tips for consumers:
• Ensure your documents, phones, and cards are securely stored, with strong passwords for app access;
• Never share passwords or access codes outside of your bank’s website or app;
• Be cautious with cards during in-person purchases, avoiding handovers when paying at bars, restaurants, or street vendors;
• Always check your card after a transaction and shield your PIN when entering it;
• Secure your phone with biometrics and two-factor authentication;
• Check the reputation of stores and websites before making purchases, and only provide personal or card details if you’re sure the platform is secure;
• Be wary of offers with unusually high discounts or requiring upfront payments;
• Be cautious with links shared in social media messaging groups or SMS;
• Never lend or sell your personal data;
• Avoid transferring money to friends or relatives without confirming via call or in person that it’s genuinely them, as their contact may have been cloned or spoofed;
• Create strong passwords and update them frequently;
• Monitor your CPF regularly to ensure you haven’t fallen victim to any Pix fraud;
• Use only secure payment methods and enable two-factor authentication whenever possible.
For businesses, the recommendations are:
• In an increasingly digital and interconnected business environment, where fraud evolves and spreads rapidly, invest in layered fraud prevention technologies to protect your company’s operational integrity and security;
• Ensure the quality and accuracy of fraud prevention solutions by adopting tools that continuously improve in response to evolving fraud threats;
• Deeply understand your user profile and constantly work to minimize friction in their digital journey, ensuring a seamless experience without compromising security.
• Leverage fraud prevention as a revenue driver by implementing intelligent solution orchestration that maximizes security, reduces losses, and enables a faster, more reliable shopping experience for customers.
Methodology
Serasa Experian estimated the fraud risk for the week leading up to Mother’s Day 2025 based on data from the same period in 2024, when a fraud attempt occurred every 3.2 seconds.
