With a revenue of R$1.6 billion more than the previous year, thee-commerceBrazilian registered a 16.7% growth on Mother's Day 2024, according to Neotrust data. The result confirms the strength of the date for digital retail, surpassed only by Black Friday in sales volume. According to theNubimetricssales intelligence platform that uses big data and AI transforming data and insights tosellersand major brands, the search for more personalized gifts and categories such as fashion, beauty, and electronics stood out during this period.
The purchase index also showed significant changes. An ABComm study shows that consumers started researching offers almost three months before the date. Among the interviewees, 42% chose to shop online, with most planning to spend between R$50 and R$200 on gifts.
Mother's Day is a significant milestone for understanding consumer behavior in the country. Brands that use data to anticipate consumer movements can create more competitive offers, align inventories, and stand out inmarketplaces "with much greater efficiency," highlights Juliana Vital, Global Chief Revenue Officer of Nubimetrics.
By 2025, based on the insights we gathered from the platform through analyses, it is already possible to identify six promising product trends: national perfumes, sandals, bag kits, breakfast baskets, pajamas, and compact appliances such as robot vacuum cleaners and coffee grinders. These categories have shown high demand in recent months and are expected to remain strategic bets for those looking to capitalize on the full potential of the date.
"Advance planning, once again, will be essential. With traffic spread out over the months leading up to the celebration, vendors and brands that adjust their strategies based on data are more likely to capture consumer interest at the right moment," concludes the CRO.
