With the arrival of Mother's Day, celebrated this year on May 11th, retail is mobilizing for one of the most significant dates on the Brazilian commercial calendar, which ranks only behind Christmas in sales volume. According to the latest purchase intention surveys released by entities such as Fecomércio and SPC Brasil, more than 75% of consumers plan to gift their mothers, with average vouchers ranging from R$150 to R$250. The fashion, beauty, electronics, and gastronomy sectors lead the preferences.
The marketing and business strategy specialist, Frederico Burlamaqui, explains that the date represents a strategic opportunity for commerce to boost revenue, attract new customers, and retain existing ones through more emotional and personalized shopping experiences. "Mother's Day is considered the second most important date of the year for Brazilian retail, and its impact is significant both in sales volume and in the activity of various sectors. Additionally, the strong emotional appeal of Mother's Day creates an environment conducive to campaigns that connect brands and consumers more deeply, which significantly contributes to strengthening the companies' image and positioning in the market," he states.
However, to take advantage of this sales peak, Burlamaqui warns that more than just good promotions is needed, emphasizing that entrepreneurs should invest in strategic planning and marketing actions well aligned with the target audience's profile. "Mother's Day is a golden opportunity to strengthen the relationship with the customer, generate value for the brand, and boost sales. But everything starts with planning and market knowledge," explains the specialist.
Tips for using marketing to boost sales on Mother's Day
1 – Anticipation is essential
Burlamaqui recommends that campaigns begin to be publicized at least three weeks in advance. "It is not enough to just promote the event weekend. Brands that build a narrative and relationship over the previous weeks tend to convert more," he/she/they emphasizes.
2 – Know the audience and offer personalized solutions
Data shows that consumers are increasingly seeking meaningful presence. "Offering targeted gift suggestions, personalized kits, and emotional experiences is a way to stand out. The customer wants something that reflects the relationship with the mother, not just a product," comments the expert.
3 – Invest in content and storytelling
Brands that tell good stories win the hearts of consumers. "Campaigns that value affection, memory, and the diversity of types of mothers that exist today are more effective than generic communications. Emotion is a great ally on this date," highlights Burlamaqui.
4 – Unite online and offline channels
Even with the growth of e-commerce, many purchases are still made in person. "The integration between channels is key. Using digital to attract, engage, and retain, and physical to delight in the shopping experience, is a powerful combination," explains the specialist.
5 – Offer real advantages
Discounts, free shipping, gift packaging, direct shipping to the mother, and special payment conditions can be the differentiators that influence the purchase decision. "Those who communicate empathetically and creatively get ahead. Mother's Day is a celebration of bonds, and this needs to be reflected in every detail of the campaign," comments Burlamaqui.
6 – Create strategic partnerships
Joining forces with other brands or local businesses can expand the campaign's reach and add value to the customer experience. "Partnerships with flower shops, confectioneries, beauty salons, or delivery companies, for example, can result in joint promotional actions, raffles, and giveaways that delight the public and generate more visibility," he states.
7 – Invest in themed showcases and ambiance
At the physical point of sale, the ambiance makes all the difference. "A well-thought-out display case that subtly and emotionally references motherhood attracts attention and invites purchases. Small details like flowers, affectionate phrases, and good lighting help create an engaging atmosphere," advises Burlamaqui.
8 – Use influencer marketing to your advantage
Partnerships with influencers who engage with your target audience can expand the reach of your campaign and create an authentic connection with consumers. "The recommendation of a trusted figure carries great weight, especially on emotionally charged dates like Mother's Day," reinforces the specialist.
9 – Offer differentiated shopping experiences
Whether online or in person, providing a memorable experience is a differentiator. Humanized service, special packaging, personalized tickets, ambient music, or even interactive actions can turn the purchase into a special moment.
10 – Monitor the results and learn from them
After the campaign period, it is essential to analyze the obtained data: best-selling products, channels with the highest conversion, engagement of the actions, return on investment (ROI), among others. "These learnings will be fundamental for planning upcoming commemorative dates and for strengthening the brand's overall marketing strategy," concludes Burlamaqui.
