Considered one of the most important dates in the retail calendar, Mother’s Day drives millions in both physical and digital commerce. In 2024, the sector had already recorded significant growth: 15.8% in e-commerce and 4.5% in physical stores, according to data from Unlimitail, a joint venture between Carrefour Group and Publicis Group. For 2025, expectations are for an even stronger performance — and Retail Media emerges as one of the main allies for brands to turn seasonal opportunities into lasting results.
“Mother’s Day is the major opportunity in the first half of the year for retail. Brands must act early to attract and retain their customers before the date, as research shows consumers start looking for gift ideas 15 days in advance,” highlights Fátima Leal, Key Accounts Director at Unlimitail.
According to a study by the National Confederation of Store Managers (CNDL), Serasa, and Offerwise, the occasion is expected to generate R$40 billion this year. And according to new research by Globo, 82% intend to give gifts to ‘mothers,’ with an average spend of R$300. The ranking of gifts includes perfumes and cosmetics (34%), clothing, chocolates, and sweets (15%), footwear (12%), accessories (11%), flowers (10%), and household items (6%).
In this context, Retail Media has been gaining increasing space in brands’ marketing strategies. The proposal is simple yet powerful: leverage the digital channels of major retailers—such as websites, apps, and social media—as media platforms to engage consumers when they are most inclined to buy. An example of the strategy’s power is the audiences reached by Carrefour (31 million/month), Sam’s Club (2 million/month), and Atacadão (35 million/month),
“The advantage of Retail Media lies in the combination of reach and precision. By advertising in environments where consumers are already browsing with purchase intent, conversion rates can significantly increase,” explains Fátima. Personalization is also a strong point: based on browsing data and purchase history, campaigns can be more relevant and targeted.
But the impact of Retail Media goes beyond one-time sales. The strategy is also effective in building customer relationships. ‘Holidays are the gateway for new consumers, but brands must think beyond immediacy. Retaining these customers means securing future purchases and benefiting from organic recommendations stemming from a positive experience,’ concludes the executive.
With early planning and smart use of data, Retail Media solidifies itself as a powerful strategy not only to boost sales on Mother’s Day but also to generate value throughout the year.
