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. A Koin, a leading fintech in "Buy Now, Pay Later" (BNPL) solutions in Brazil, reports that 90% of respondents plan to gift their mothers 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, laptops, 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 make up (7.6%) of the choices.
Regarding the value of the gifts, 34.5% of respondents plan to spend between R$ 51 and R$ 150. Others (19.3%) intend to invest between R$ 151 and 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 occasion.
In terms of payment methods, the preference is for installment payments: 37.1% of consumers say they will divide the amount into up to five installments; 20.8% into two installments; and 31% plan 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, data is marked by affection, but also by conscious financial choices. "Today, Brazilians are looking for options that fit their budget and make everyday life easier. Koin's installment Pix is a representation of this movement, as it allows gifting without compromising the budget," he highlights.
The research also investigated the criteria that guide the choice of gifts. For most consumers (89.9%), the main goal is to demonstrate gratitude. Already (18.8%) say they will decide what to buy at the moment; (12.2%) have not yet thought about the matter; the same percentage intends to follow exactly what their mother requests; and others (12.2%) will prioritize the price.
The survey was conducted in the last week of April, with 300 people. In multiple-choice questions, the percentages can exceed 100%.
