5 Steps for retail to boost sales on Mother's Day

Celebrated on May 11th, Mother's Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To capitalize on the commercial potential of this occasion, retailers need to be prepared with assertive strategies that involve customer experience, creative promotions, and digital presence.

According to a survey conducted by the Locomotiva Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother's Day in 2025. It is estimated that around 133 million consumers drive the market, strengthening sales in the national retail sector, both in physical and digital environments.

Faced with this promising scenario, Raphael Lassance, partner and mentor of Sales Club, the largest sales community in Brazil, outlined 5 fundamental steps that retailers should follow to boost their sales this Mother's Day.

1. Understand your customer's behaviorBefore selling, it is necessary to know. Use previous purchase data, website behavior, and social media interactions to understand what your audience is looking for on this date. Personalization begins with listening.
2. Thematic campaigns and special promotionsCreating specific campaigns for Mother's Day, with emotional appeal and targeted language, helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, freebies, and personalized kits can attract more customers and increase the average ticket.
3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer a more consultative and empathetic service can convert more sales. In the online environment, well-programmed chatbots, personalized recommendations, and ease of navigation are factors that positively impact the purchasing decision.
4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, influencer partnerships, and social media content help boost traffic, engage the audience, and increase conversions. A well-structured e-commerce with options for fast delivery or in-store pickup is also a competitive advantage.
5. Explore all channelsBeing omnichannel is a great differentiator. Being present in the physical store, e-commerce, social media, and WhatsApp, with consistent messages and channel integration, increases reach and conversion chances.

"By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail positions itself strategically to turn Mother's Day into an opportunity for growth, loyalty, and connection with the audience," says Raphael Lassance.