A Rcell, one of Brazil’s largest technology distributors, with the support of ASUS, conducted proprietary research to map retailers’ expectations, strategies, and challenges for Mother’s Day 2025. The survey interviewed retailers from all states in the country, ensuring a solid and representative market sample.
The survey results indicate optimism among retailers regarding sales growth for the occasion, as shown in the chart below:
“Mother’s Day is one of the most strategic dates for Brazilian retail, and the growth expectation reflects a combination of essential factors. The resurgence of consumer confidence, the advancement of e-commerce, and greater personalization of promotional campaigns have boosted sector optimism. With structured planning and well-executed strategies, retailers have the opportunity to maximize sales and strengthen their businesses during this season,” says Alexandre Della Volpe, Marketing Director at Rcell.
Regarding estimated revenue for the occasion, 85.7% of merchants project values above R$ 1 million. Another 9.5% forecast revenue of up to R$ 100 thousand, while 4.8% estimate revenue between R$ 201 thousand and R$ 300 thousand.
The average purchase ticket is also expected to be high: 79.2% of retailers believe it will be above R$ 450. Another 8.3% project values between R$ 251 and R$ 350, while 4.2% forecast an average ticket of up to R$ 150. Additionally, 4.2% estimate values between R$ 151 and R$ 250, and the same percentage believes it will fall in the range of R$ 351 to R$ 450.
Preparation for Mother’s Day also varies among retailers. The majority (50%) organize their strategies between one and two months before the date, while 41.7% begin preparations within a month. Only 8.3% start planning more than four months in advance, highlighting the importance of anticipation to maximize sales and ensure effective campaigns.
Regarding consumption trends, household products, such as washing machines, blenders, and air fryers, top the list, cited by 50% of respondents as the most sought-after items. Practical gifts, such as electric cookers, coffee makers, and portable vacuum cleaners, account for 25% of demand.
Luxury gifts, such as imported perfumes, jewelry, and cutting-edge smartphones, also have a significant audience, representing 20.8% of choices. Meanwhile, personalized gifts, such as decorative mugs, photo albums, and customized personal care kits, appear with 4.2% of preference.
Purchasing behavior and the impact of installment plans
Millennials (ages 26 to 41) are the most significant consumers for the occasion, representing 58.3% of the audience. Next, Generation X (ages 42 to 57) accounts for 37.5%. Regarding purchasing trends, 37.5% of respondents believe there will be no significant changes in consumer behavior compared to last year. However, 33.3% perceive a resurgence of in-store purchases, while 29.2% bet on the growth of digital commerce.
Installment plans remain a key factor in the purchasing decision process. For 79.2% of respondents, this modality has a major impact, being preferred by most customers. Meanwhile, 20.8% report a medium impact, indicating that installments influence but are not decisive for everyone.
Promotions and communication channels
Retailers are preparing to boost sales on Mother’s Day with various promotional strategies. Among the most adopted actions are progressive discounts and promotional packs, both with 41.7% adoption. Other initiatives include offering free gifts for purchases above a certain value (12.5%), sweepstakes and contests (12.5%), and cashback (8.3%). However, 20.8% of merchants do not plan to run specific promotions for the occasion.
Regarding priority channels for customer communication, physical stores lead with 25% preference, followed by Instagram (22.62%), e-commerce (17.6%), WhatsApp (15.48%), Facebook (13.49%), and TikTok (6.35%).
In addition to actions to attract consumers, companies also plan strategies for loyalty and post-sale. Post-sale support stands out as the main initiative, adopted by 66.7% of retailers. Other strategies include loyalty programs and creating communities to offer exclusive discounts, both with 8,3% adoption. Cashback, though present among the initiatives, has lower adoption, with 4.2%.
“The research helps us better understand what consumers expect and how retail can prepare to meet this demand in the best possible way. Mother’s Day is a key moment for the sector, and having access to these insights can make all the difference in retailers’ performance“, concludes Alexandre Della Volpe.
