Driven by a combination of economic, emotional, and technological factors, Mother's Day 2025 boosted the digital retail sector and revitalized Brazilian e-commerce. According to Linx data, online sales grew by 17% compared to the same period last year, reflecting a change in consumer behavior and the professionalization of brands' digital strategies. Data, traditionally one of the most relevant for commerce, has become a thermometer to measure consumer appetite and test solutions that should be repeated — or intensified — on Valentine's Day.
The performance of the fashion sector was particularly significant, leveraging the emotional appeal of the date and its established presence on digital channels. Consumer engagement was boosted by specific actions such as limited discounts, freebies, and free shipping, demonstrating that complete experiences — from the advertisement to delivery — are crucial for customer loyalty. Furthermore, the ability to activate customer bases and respond quickly to demand proved to be a competitive advantage among retailers.
Indicating the good performance of digital retail, theDivibank, a payment solutions company for e-commerce, registered asales approval rate of 95.3%in transactions carried out during Mother's Day period. The index reflects the efficiency of payment integrations and the stability of operations during high-volume dates, contributing to a smooth and secure shopping experience for merchants and consumers.
With Valentine's Day on the horizon, industry experts project the continued growth of e-commerce. The expectation is that online sales will exceed R$ 7 billion, with an average ticket above R$ 220, according to industry survey. Accelerating the purchase journey and investing in campaigns that combine romance and convenience can deliver even more significant results than those recorded in 2024.
For that,Rebecca Fischer, co-founderandChief Strategy Officer (CSO) yesfintechhighlights the importance of consumer-centered strategies. "Segment offers based on behavior data, create seamless shopping experiences, and invest in emotional and personalized themes in campaigns. Being present across different channels and ensuring agile and transparent service are also practices that increase competitiveness in the face of a demanding audience accustomed to digitalization," he states.
Mother's Day performance makes it clear that, more than seasonal, the growth of e-commerce reflects digital maturity and a consumer seeking convenience, price, and experience. The challenge for brands will be to maintain this standard, leveraging the boost from commemorative dates to turn one-time purchases into lasting relationships.
