The national purchase intention survey conducted by the São Paulo Commercial Association (ACSP), carried out by PiniOn, which included a sample of 1,631 respondents. Of the total, 46.7% of respondents plan to buy gifts for Mother's Day, 32.0% said they do not intend to do so, while 21.3% are unsure. Compared to last year, the proportions of those who expressed an intention to buy and those who do not plan to purchase gifts have slightly increased, decreasing the percentage of undecided individuals.
Of the group of respondents who plan to present their mothers, 39.7% intend to spend more than in 2024, while 34.2% wish the opposite. Compared to last year, the proportions of both types of respondents increased, although slightly in the second case. In terms of spending level, most (77.6%) intend to spend between R$ 50.00 and R$ 600.00.
The research also indicated that most purchases would be made at small establishments (43.7%), and in person, at physical stores (60.8%). Most of the respondents (69.4%) stated that they would not use the 13th salary advance for purchases for this holiday.
Table 1 lists the main categories of goods and services that are part of the respondents' purchase intentions, as well as whether the payment would be made in cash/debit, PIX, or in installments. It is important to remember that more than one gift option can be chosen by each of the respondents.
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The clothing sector remains one of the main items, with 52.9%, but it is well below what it was before the pandemic (80.0%). Gifts related to the beauty industry, in addition to jewelry and costume jewelry, continue to be remembered for mothers and account for approximately 58.2% of the intentions.
On the other hand, a reduction is observed in the categories of furniture, appliances, and digital products, which together account for approximately 38.4% of purchase intentions, down from 45.1% recorded in the previous year's survey. This decline may be related to the increase in interest rates compared to last year.
Chocolates (alone with 15.5% of preferences) continue to be mentioned, even after Easter, while together with flowers, they account for 27.5% of preferences.
In general, a significant decrease in the willingness to make installment purchases compared to 2024 continues to be observed, while for most items there remains a greater preference for using cash and debit cards, and regarding the use of PIX as a form of immediate payment, although this modality has also increased.
The decrease in the intention to parcel purchases could be associated with a significant increase in interest rates compared to last year, in a context of high household debt.
According to ACSP economist Ulisses Ruiz de Gamboa, in summary, purchase intentions for Mother's Day generally continue to favor lower-priced items, less dependent on credit financing.
"The intention to buy on the date increased moderately compared to last year's survey, reflecting the more difficult financial situation faced by families, in a context of high interest rates, high indebtedness, and sharp increases in the prices of basic goods. In any case, the greater propensity to buy in person, at small establishments, would especially benefit more traditional commerce," explained Ruiz de Gamboa.
