With increasingly sophisticated strategies and optimistic projections, Brazilian retail is preparing 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 6.5% increase compared to 2024, according to estimates from the National Confederation of Commerce (CNC).
To better understand the scenario,Daniela Dornellas, idealizer and curator of theFashion Meeting, a pioneering platform in Brazil focused on promoting events related to entrepreneurship in the fashion market, shares 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, behind only Christmas. But, more than selling, the mission of brands is to create memorable experiences. "The consumer of today seeks more than a gift; they want to connect with the brand and experience something authentic. Personalizing the experience and humanizing communication are essential to creating this bond," he/she states.
Driven by the post-pandemic period and digital acceleration, today's 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 activity that the date demands, retailers have been betting on meticulous planning based on data from the previous year. "Inventory management, logistics, and team planning need to be considered in advance. The use of data is essential to avoid stockouts, optimize routes, and ensure efficient service at the point of sale," he emphasizes. Data analysis and the use of CRM are also essential allies for sales success. Based on data, the retailer can optimize thelayoutfrom the store, to 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. Additionally, virtual fitting rooms and capsule collections have been bets to connect innovation with emotion," notes Daniela. Now, in the environmentomnichannel, the shopping experience becomes continuous, smooth, and integrated. The client can start the journeyonlineand finish in the physical store or vice versa, without losing the personalization. "Consistency between channels is essential," he explains.
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, which combines comfort, functionality, and sustainability, reflecting the new values of the consumer. 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," he concludes.
