Mother's Day, one of the most important dates for Brazilian retail, is expected to gain even more prominence in 2025, especially in consumer purchasing behavior. Research by Koin, a leading fintech company in "Buy Now, Pay Later" (BNPL) solutions in Brazil, shows that 90% of respondents intend to give their mothers gifts this year.
Among the most desired items, clothing and accessories lead the list, with 41.1% of purchase intentions, followed by beauty and personal care products (35.5%) and household items (17.8%). Technology items, such as smartphones, notebooks, and electronics, appear with (21.8%) preference. Jewelry accounts for (15.2%), while experiences such as dinners and spa days reach (14.2%), and flowers, (12.2%). Finally, books, entertainment products, and personalized gifts gather (7.6%) of the choices.
Regarding the value of the gifts, (34.5%) of those interviewed plan to spend between R$ 51 and R$ 150. Others (19.3%) intend to invest from R$ 151 to R$ 200; (15.2%), between R$ 251 and R$ 350; (11.7%), between R$ 351 and R$ 500 and (11.2%) between R$ 501 and R$ 1,000. A more select group, (8.1%), is willing to spend over R$ 1,000 to celebrate the date.
In terms of payment methods, the preference is for installments: (37.1%) of consumers say they will divide the amount into up to five installments; (20.8%) into up to two installments; and (31%) expect to pay in more than five installments. Only (11.2%) said they intend to pay in cash.
For Gabriela Jubram, Head of Marketing at Koin, the date is marked by affection, but also by conscious financial choices. “Today, Brazilians are looking for options that fit their budget and make their daily lives easier. Koin's installment payment option via Pix is a representation of this movement, as it allows people to give gifts without compromising their finances,” she emphasizes.
The research also investigated the criteria that guide the choice of gifts. For most consumers (89.9%), the main objective is to demonstrate gratitude. Another (18.8%) say they will decide what to buy at the time; (12.2%) haven't yet thought about it; the same percentage intend to follow their mother's request exactly; and others (12.2%) will prioritize price.
The survey was conducted in the last week of April with 300 people. In multiple-choice questions, percentages can exceed 100%.
