Mother's Day: research reveals retail expectation and points out consumer trends

A Rcell, one of the largest technology distributors in Brazil, with the support of ASUS, conducted a proprietary survey to map the expectations, strategies and challenges of retailers to the Mother's Day 2025. The survey heard retailers from all states of the country, ensuring a solid and representative sampling of the market.

The survey results point to an optimism among retailers regarding sales growth for the date, as shown in the chart below:

“O Mother's Day is one of the most strategic dates for Brazilian retail, and the expectation of growth reflects a combination of essential factors. The resumption of consumer confidence, the advancement of e-commerce and the greater customization of promotional actions have driven the optimism of the sector. With a structured planning and well-executed strategies, retailers have the opportunity to boost sales and strengthen their business this season”, the, alexandre Della Volpe, Marketing Director at Rcell.

About estimated billing for the date, 85,7% of traders project values above R$ 1 million. Others 9,5% they predict billing of up to R$ 100 thousand, while 4,8% they estimate a revenue between R$ 201 thousand and R$ 300 thousand.

The average ticket for purchases also promises to be high: 79,2% of the shopkeepers believe it will be above R$ 450. Others 8,3% project values between R$ 251 and R$ 350, while 4,2% they predict an average ticket of up to R$ 150. In addition, they, 4,2% they estimate values between R$ 151 and R$ 250, and the same percentage believes that it will be in the range of R$ 351 to R$ 450.

Preparation for Mother's Day also varies among retailers. Most (50%) organize their strategies between one and two months before the date, while 41,7% preparations begin within a month 8,3% they begin planning more than four months in advance, highlighting the importance of anticipation to maximize sales and ensure effective campaigns.

As regards consumer trends, the household products, like washing machines, blenders and air fryers, lead the list, being pointed out by 50% of respondents as the most sought-after items. practical gifts, as electric pots, coffee makers and portable vacuum cleaners, represent 25% of demand.

You luxury gifts, such as imported perfumes, jewelry and next-generation smartphones, also have a significant audience, corresponding to 20,8% of choices, already personalized gifts, As decorative mugs, photo albums and customized personal care kits, appear with 4,2% of preference.

Purchasing behavior and impact of installment payments

Millennials (26 to 41 years old) are the most expressive consumers for the date, representing 58,3% next, Generation X (42 to 57 years) corresponds to 37,5%. About buying trends, 37,5% of respondents believe there will be no significant changes in consumer behavior over the past year, 33,3% they perceive a resumption of purchases in physical stores, while 29,2% they are committed to the growth of digital commerce.

The installment follows as an essential factor in the purchase decision process 79,2% of the interviewees, this modality has a great impact, being preferred by most customers 20,8% they report an average impact, indicating that the installment influences, but is 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, the progressive discount and promotional packs stand out, both with 41,7% other initiatives include offering gifts for purchases above a certain amount (12,5%), sweepstakes and contests (12,5%) and cashback (8,3%). However, 20,8% of merchants do not intend to hold specific promotions for the date.

As for priority channels for communicating with customers, physical stores lead with 25% preferably 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 after-sales. After-sales support stands out as the main initiative, adopted by 66,7% other strategies include loyalty programs and creating communities to offer exclusive discounts, both with 8,3% of adhesion. The cashback, although present among the initiatives, registers lower adhesion, with 4,2%.

"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 industry, and having access to these insights can make all the difference in store performance”, concludes Alexandre Della Volpe.