Mother's Day is one of the main dates in retail and alone last year it boosted the economy by R$13.2 billion, according to data from the National Confederation of Commerce (CNC). For small and medium-sized businesses, the occasion represents an opportunity to promote special offers, boost sales, and energize the business. This is the expectation of 54% of SMEs, according to a survey conducted by Serasa Experian, the first and largest data tech company in Brazil, when asked about the increase in sales with special strategies for the date.
"Managing a business consists of several stages, and among them, planning is fundamental. Understanding important dates for your investment, especially for small and medium-sized enterprises, can serve as a tool to boost sales and revenue, adjust inventory, or launch products, for example. Knowing that more than half of SMEs have positive prospects regarding Mother's Day through special actions carried out by their businesses shows the importance of the date," says the Vice President of Small and Medium Enterprises at Serasa Experian, Cleber Genero.
Expectations by sector and region
The research also presents this view by segment. Retail and wholesale account for 44% of the companies expecting this expansion, while services represent 27%, industry 6%, and food and beverages 5%.
Finally, in the regions, 53% of SMEs with this expectation are from the Southeast, 19% from the Northeast, 12% from the South, 7% from the North, and 7% from the Midwest.
How to leverage the date to sell more
Serasa Experian's mission is to support SMEs in their entrepreneurial journey, both through technological solutions and educational content. For those who want to stand out on Mother's Day, we share five best practices:
1) Prepare yourself: planning is the beginning of all action. In other words, it is essential for the company to have sufficient time to prepare for the demand, while the client will also be informed in advance about the updates.
2) Set goals: to establish objectives, consider the reality by analyzing past period figures and seasonal dates, as well as market projections for the upcoming months. After the period has passed, evaluate the achieved numbers and compare them with what was planned in order to correct what is necessary for the upcoming dates and maintain what works well.
3) Create promotions: To boost sales on certain seasonal dates, it may be necessary to invest in a discount policy in order to attract the public. Be careful to create something that is attractive to the consumer while still maintaining a profit margin that is beneficial for your business. It needs to exist even during liquidations.
4) Attention to inventory: Inventory control is essential to enable any sales strategy, whether on special dates or not. Basically, everything that enters and leaves your stock must be recorded, with the proper identification of date, type, value, and whatever else is relevant. With all this updated information, the manager will be able to calculate product turnover, avoiding waste or even stock shortages.
5) Don't forget about after-sales: To have an efficient after-sales service, keep a basic customer database with always up-to-date information, such as phone number and email. After the sale, contact the customer to inquire about their satisfaction with the product, the service, and the overall shopping experience. This will serve both to identify possible errors and also the correct ones. A skilled team also greatly assists in this strategy or in case of any eventual sales issues, so taking care of the team is also essential – through training, clear guidance, and setting expectations.
"Our commitment is to support SMEs in their entrepreneurial journey. We do this through content that clarifies doubts and offers practical guidance – such as Bora Empreender and the strategic date calendar launched at the beginning of the year – as well as solutions that make the entrepreneur's daily life easier, like Score Ponto a Ponto, which transparently details the factors that impact the Serasa Score, free of charge," concludes Cleber Genero.
Methodology
The survey interviewed 535 SMEs from Serasa Experian's customer base during April 2025, with respondents from all over Brazil.
