With increasingly sophisticated strategies and optimistic projections, Brazilian retail prepares for one of the most important dates of the year: Mother's Day. In 2025, the expectation is that the celebration week will generate around R$14,2 billion, a growth of 6,5% compared to 2024, according to estimates from the National Confederation of Commerce (CNC)
To better understand the scenario, Daniela Dornellas, idealist and curator of theFashion Meeting, pioneering platform in Brazil focused on promoting events related to entrepreneurship in the fashion market, share insightsabout consumer behavior, marketing strategies and the new demands to stand out in today's retail.According to her, Mother's Day remains the second most important date on the retail calendar, just behind Christmas. But, more than selling, the mission of brands is to create memorable experiences. Today's consumer seeks more than a gift, he wants to connect with the brand and experience something authentic. Personalizing the experience and humanizing communication are essential to creating this bond, affirms
Driven by the post-pandemic and digital acceleration, the current consumer has different expectations. "Today, we are driven by narratives that value the sensory and emotional connection. Retail needs to be immersive and offer experiences that truly impact, highlights Daniela Dornellas
With the intense movement that the date demands, retailers have been betting on meticulous planning, based on data from the previous year. Inventory management, logistics and team need to be planned in advance. The use of data is essential to prevent stockouts, optimize routes and ensure efficient service at the point of sale, highlights. Data analysis and the use of CRM are also essential allies for sales success. Based on data, the retailer can optimize thelayoutfrom the store, control the stock more accurately and create personalized offers that truly make sense for the local audience, says Daniela
Thematic campaigns, special collaborations and the use of artificial intelligence are already a reality in the sector. Influence marketing, Mobile advertising and actions that portray motherhood in a real way have been gaining prominence. Furthermore, virtual fitting rooms and capsule collections have been bets to connect innovation to emotion, score Daniela. Now, in the environmentomnichannel, the shopping experience becomes continuous, fluid and integrated. The client can start the journeyonlineand finish in the physical store or the opposite, without losing personalization. Consistency between channels is essential, explain
The most searched categories and those that remain popular during the date are fashion, beauty and technology. In particular, Daniela highlights the rise of fashionwellness, what else comfort, functionality and sustainability, reflecting the new consumer values. The future of retail is moving towards the consolidation of unique experiences, cutting-edge technology and social responsibility. We are seeing artificial intelligence being used in campaigns, smart fitting rooms and personalized actions. Technology does not replace humans, but enhances the connection, concludes
