Over 92% of Brazilians intend to give gifts on Mother’s Day, celebrated on May 11. The information was revealed by a proprietary survey from Mission Brasil, the leading platform in rewarded services, which, seeking to understand consumer behavior for one of the most important dates of the year for national retail, surveyed over a thousand participants from all states of the country and the Federal District.
The survey also revealed an important shift in purchasing behavior: most consumers plan to spend up to R$200. Among respondents, 33% plan to spend between R$101 and R$200; 30% between R$50 and R$100, and 10% up to R$50. Of the remaining respondents, nearly 14% are willing to spend between R$201 and R$300 on a gift, about 7% want to spend between R$301 and R$400, and another 6% intend to purchase items above R$400.
Among the gift categories mentioned, “Beauty products” (33%) and “Clothing and accessories” (28%) lead as the preferred choices, showing a demand for items that promote personal care and self-esteem. Meanwhile, traditional gifts like “Flowers” (6%) and “Home decorations” (3%) have lost ground among choices, signaling changes in consumption habits.
For Alyne Carvalho, marketing leader at Mission Brasil and Mission Insights, the company’s research arm, the survey shows that Brazilian consumers are becoming more strategic and emotional in their choices. “Today, Brazilians seek a balance between cost, quality, and emotional meaning when choosing a gift,” she evaluates.
Young people drive consumption
The profile of respondents highlights the influence of younger generations on consumption. Most respondents belong to Generation Z (45%) and millennials (31.2%), groups known for the strong impact of social media on purchasing decisions. Among other participants, 15% are between 36 and 42 years old, and 7% are in the 43 to 51 age range.
In terms of income, 47% earn up to one minimum wage, 40% between one and three minimum wages, 9% between three and five minimum wages, and only 3% earn above five minimum wages.
The socioeconomic breakdown also helps explain the focus on pricing strategies and the preference for cash payments, revealing budget-conscious consumers. For Alyne, this study snapshot helps explain the new generation of consumers: “When we look at these Generation Z and millennial audiences, it becomes very clear that they want much more than just a product—they seek experiences, values, and a clear purpose in every purchase. For retailers, understanding this journey is essential to capitalize on the occasion, build relevance, and foster loyalty,” concludes the expert.
Customer service and in-store experience
When choosing a gift, the study points to product quality as the most relevant factor in purchasing decisions, highlighted by 28.4% of respondents. Customer service follows, considered essential by 20.5% of consumers.
Delivery or service speed also emerges as a decisive factor, rated as highly important by 91% of participants. But one factor stands out: despite the strong digital presence of younger generations, the preference for in-person shopping is notable, with 56% intending to visit physical stores, while 43% opt for online.
According to the marketing leader and head of Mission Insights, the emotional connection provided by the experience of personally choosing a gift for someone so significant seems to outweigh the convenience of online shopping. “Our research indicates that the in-person shopping experience still generates a very strong emotional connection, especially during holidays. Speed, combined with a sense of closeness, directly influences consumer decisions,” comments Alyne.
Another important finding relates to consumption incentive strategies: 76.8% of respondents prefer discounts over cashback. Additionally, 66.7% indicate an intention to pay in cash, reinforcing a trend of greater financial responsibility and planning at the time of purchase—a behavior already observed among younger generations. Among the most valued attraction strategies, 42% highlight low prices and discounts, while 25% prioritize good customer service.
