More than 92% of Brazilians plan to give gifts on Mother's Day, celebrated on May 11. The information was revealed by a proprietary research of theMission Brazil, a leading platform in rewarded services, which, aiming to understand the behavior of the public on one of the most important dates of the year for the national retail sector, interviewed over a thousand participants from all states of the country and the Federal District.
The survey also revealed an important change in purchasing behavior: most consumers intend to spend up to R$ 200. Among the respondents, 33% project to spend between R$ 101 and R$ 200; 30% between R$ 50 and R$ 100, and 10% up to R$ 50. Of the remaining respondents, nearly 14% are willing to spend between R$ 201 and R$ 300 on a souvenir, about 7% wish to spend between R$ 301 and R$ 400, and another 6% plan to pay for products above R$ 400.
Among the gift categories mentioned, "Beauty products" (33%) and "Clothing and accessories" (28%) are the most preferred, demonstrating a demand for items that promote personal care and self-esteem. Already considered traditional gifts, such as "Flowers" (6%) and "Home decorations" (3%), have lost ground among choices, signaling changes in consumer habits.
For Alyne Carvalho, marketing leader of Mission Brasil and Mission Insights, the company's research arm, the survey shows that Brazilian consumers are more strategic and emotional in their choices. "The Brazilian today seeks a balance between cost, quality, and emotional significance when choosing a gift," he/she/they assess.
Young people drive consumption
The profile of the interviewees highlights the influence of new generations on consumption. Most respondents belong to Generation Z (45%) and Millennials (31.2%), groups recognized for the strong impact of social media on purchasing decisions. Among the other participants, 15% are between 36 and 42 years old, and 7% are in the age range of 43 to 51 years.
In terms of income, 47% earn up to one minimum wage, 40% between one and three wages, 9% between three and five wages, and only 3% earn above five minimum wages.
The socioeconomic cut also helps explain the focus on pricing strategies and the preference for cash payments, revealing a budget-conscious consumer. For Alyne, this study portrait helps explain the new generation of consumers: "when we look at Generation Z and millennials, it becomes very clear that they want much more than a product: they seek experiences, values, and a clear purpose in each purchase. For retail, understanding this journey is essential to capitalize on the date, build relevance, and foster loyalty," concludes the specialist.
Customer service and in-store experience
For the gift choice, the study points to product quality as the most relevant factor in the purchase decision, highlighted by 28.4% of respondents. Customer service comes next, being considered essential by 20.5% of consumers.
Speed in delivery or service also stands out as a key element, being considered highly important by 91% of participants. But one factor draws attention: despite the strong digital presence of the younger generations, the preference for in-store shopping stands out, with 56% planning to visit physical stores, while 43% opt for online shopping.
According to the head of the marketing department and Mission Insights, the emotional connection provided by the experience of personally choosing a gift for someone so meaningful seems to outweigh the practicality of online shopping. "Our research indicates that the in-person shopping experience still creates a very strong emotional connection, especially on special dates. Speed, combined with the feeling of proximity, directly influences the consumer's decision," comments Alyne.
Another important point concerns incentive strategies for consumption: 76.8% of respondents prefer discounts over cashback. Furthermore, 66.7% indicate the intention to pay in cash, a behavior that reinforces a trend of greater responsibility and financial planning at the time of purchase, a behavior that is already observed among the new generations. Among the most valued forms of attraction, 42% highlight low prices and discounts, while 25% prioritize good service.
