Mother's Day 2025: 90% of Brazilians will present their mothers

Mother's Day, one of the most important dates for Brazilian retail, is expected to gain even more prominence in 2025, especially in consumer purchasing behavior. A survey by Koin, a leading BNPL (Buy Now, Pay Later) fintech in Brazil, shows that [90%] of respondents intend to gift their mothers this year.

Among the most desired items, clothing and accessories lead the list, with 41.1% of purchase intentions, followed by beauty and personal care products (35.5%) and household items (17.8%). Technology items, such as smartphones, notebooks, and electronics, appear with (21.8%) of preference. Jewelry totals (15.2%), while experiences like dinners and spa days reach (14.2%), and flowers, (12.2%). Finally, books, entertainment products, and personalized gifts gather (7.6%) of the choices.

Regarding gift spending, 34.51% of respondents plan to spend between R$ 51 and R$ 150. Another 19.31% intend to invest between R$ 151 and R$ 200; 15.21% between R$ 251 and R$ 350; 11.71% between R$ 351 and R$ 500; and 11.21% between R$ 501 and R$ 1,000. A more select group, 8.11%, is willing to spend over R$ 1,000 to celebrate the occasion.

Regarding payment methods, the preference is for installments: (37.1%) of consumers state they will divide the amount into up to five installments; (20.8%) into up to two installments; and (31%) plan to pay in more than five installments. Only (11.2%) said they intend to pay in cash.

For Gabriela Jubram, Head of Marketing at Koin, the date is marked by affection, but also by conscious financial choices. "Today, Brazilians are looking for options that fit their wallets and make their daily lives easier. Koin's Pix installment plan is a representation of this movement, as it allows gifting without compromising the budget," she highlights.

The research also investigated the criteria guiding gift selection. For the majority of consumers (89.9%), the primary goal is to show gratitude. Meanwhile, (18.8%) state they will decide what to buy at the last minute; (12.2%) have not yet considered the matter; the same percentage intends to follow the mother's specific request; and another (12.2%) will likely prioritize price.

The survey was conducted in the last week of April, with 300 participants. In multiple-choice questions, percentages may exceed 100.