With the arrival of Mother’s Day, celebrated this year on May 11th, retailers are mobilizing for one of the most significant dates in the Brazilian commercial calendar, second only to Christmas in sales volume. According to the latest purchase intention surveys released by entities such as Fecomércio and SPC Brasil, over 75% of consumers plan to gift their mothers, with average ticket values ranging between R$150 and R$250. The fashion, beauty, electronics, and gastronomy sectors lead the preferences.
Marketing and business strategy expert Frederico Burlamaqui explains that the date represents a strategic opportunity for commerce to boost revenue, attract new customers, and retain existing ones through more affective and personalized shopping experiences. ‘Mother’s Day is considered the second most important date of the year for Brazilian retail, and its impact is significant both in sales volume and across various sectors. Additionally, the strong emotional appeal of Mother’s Day creates a favorable environment for campaigns that connect brands and consumers more deeply, which significantly contributes to strengthening companies’ image and market positioning,’ he states.
However, to take advantage of this sales peak, Burlamaqui warns that more than good promotions is needed—entrepreneurs must invest in strategic planning and marketing actions well-aligned with the target audience’s profile. ‘Mother’s Day is a golden opportunity to strengthen customer relationships, generate brand value, and boost sales. But it all starts with planning and market knowledge,’ the expert explains.
Tips for leveraging marketing to boost sales on Mother’s Day
1 – Anticipation is key
Burlamaqui recommends that campaigns start being promoted at least three weeks in advance. ‘Simply advertising the promotion on the weekend of the date isn’t enough. Brands that build narrative and relationships in the weeks prior tend to convert more,’ he emphasizes.
2 – Know your audience and offer personalized solutions
Data shows consumers increasingly seek meaningful gifts. ‘Offering segmented gift suggestions, personalized kits, and affective experiences is a way to stand out. The customer wants something that reflects their relationship with their mother, not just a product,’ the expert comments.
3 – Bet on content and storytelling
Brands that tell good stories win consumers’ hearts. ‘Campaigns that value affection, memories, and the diversity of mothers today are more effective than generic communications. Emotion is a great ally on this date,’ Burlamaqui highlights.
4 – Combine online and offline channels
Even with e-commerce growth, many purchases are still made in person. ‘Channel integration is key. Using digital to attract, engage, and retain, and physical to enchant with the shopping experience, is a powerful combination,’ the expert explains.
5 – Offer real advantages
Discounts, free shipping, gift wrapping, direct shipping to the mother, and special payment conditions can be the differentiators that influence purchasing decisions. ‘Those who communicate empathetically and creatively stand out. Mother’s Day is a celebration of bonds, and this should shine through in every campaign detail,’ Burlamaqui notes.
6 – Create strategic partnerships
Joining forces with other brands or local businesses can expand campaign reach and add value to the customer experience. ‘Partnerships with florists, bakeries, beauty salons, or delivery companies, for example, can result in joint promotional actions, giveaways, and draws that delight the audience and generate more visibility,’ he states.
7 – Invest in themed displays and ambiance
In physical stores, ambiance makes all the difference. ‘A well-thought-out display that evokes motherhood with delicacy and emotion attracts attention and invites purchases. Small details like flowers, affectionate phrases, and good lighting help create an immersive atmosphere,’ Burlamaqui advises.
8 – Leverage influencer marketing to your advantage
Partnerships with influencers who resonate with your target audience can expand your campaign’s reach and create authentic connections with consumers. ‘The recommendation of a trusted figure carries enormous weight, especially on emotionally charged dates like Mother’s Day,’ the expert emphasizes.
9 – Offer differentiated shopping experiences
Whether online or in-store, providing a memorable experience is a differentiator. Personalized service, special packaging, handwritten notes, ambient music, or even interactive actions can turn shopping into a special moment.
10 – Monitor results and learn from them
After the campaign period, it’s essential to analyze the data obtained: best-selling products, highest-converting channels, campaign engagement, return on investment (ROI), among others. ‘These insights will be fundamental for planning future holidays and strengthening the brand’s overall marketing strategy,’ Burlamaqui concludes.
