A Rcell, one of the largest technology distributors in Brazil, with the support ofASUS, conducted a proprietary survey to map expectations, retailers' strategies and challenges for theMother's Day 2025. The survey heard from retailers from all states of the country, ensuring a solid and representative market sampling
The survey results indicate optimism among retailers regarding sales growth for the date, as shown in the graph below
Mother's Day is one of the most strategic dates for Brazilian retail, and the growth expectation reflects a combination of essential factors. The return of consumer confidence, the growth of e-commerce and the increased personalization of promotional actions have driven sector optimism. With a structured plan and well-executed strategies, shopkeepers have the opportunity to boost sales and strengthen their businesses this season, affirms Alexandre Della Volpe, Marketing Director of Rcell
About the estimated billing for the date, 85,7%the traders project amounts above R$ 1 million. Others9,5%they forecast revenue of up to R$ 100 thousand, while4,8%they estimate a revenue between R$ 201 thousand and R$ 300 thousand
The average ticket of purchases also promises to be high79,2%the shopkeepers believe it will be above R$ 450. Others8,3%they project values between R$ 251 and R$ 350, while4,2%they forecast an average ticket of up to R$ 150. Furthermore, 4,2%estimate values between R$ 151 and R$ 250, and the same percentage believes it will be in the range of R$ 351 to R$ 450
Preparation for Mother's Day also varies among retailers. Most (50%) organize their strategies between one and two months before the date, while41,7%Preparations begin within a month. Just8,3%they start planning more than four months in advance, highlighting the importance of anticipation to maximize sales and ensure effective campaigns
Regarding consumption trends, thedomestic products, like washing machines, blenders and air fryers, lead the list, being pointed out by50%of the respondents as the most sought-after items. Youpractical gifts, how electric pans, portable coffee makers and vacuum cleaners, represent25%of the demand
Youluxury gifts, like imported perfumes, latest generation jewelry and smartphones, they also have a significant audience, corresponding to20,8%the choices. Already thepersonalized gifts, like decorative mugs, photo albums and customized personal care kits, appear with4,2%the preference
Buying behavior and impact of installment payments
Millennials (26 to 41 years old) are the most significant consumers for the date, representing58,3%of the public. Next, Generation X (42 to 57 years old) corresponds to37,5%. About purchasing trends, 37,5%of the respondents believe there will be no significant changes in consumer behavior compared to last year. However, 33,3%they perceive a recovery in in-store shopping, while29,2%they bet on the growth of digital commerce
Installment plans are considered an essential factor in the purchasing decision process. To79,2%of the interviewees, this modality has a great impact, being preferred by most customers. Already20,8%they report a moderate impact, indicating that the installment plan influences, but it is not decisive for everyone
Promotions and communication channels
Retailers are preparing to boost Mother's Day sales with various promotional strategies. Among the most adopted actions, the progressive discount and promotional packs stand out, both with41,7%of adhesion. Other initiatives include offering gifts for purchases above a certain amount12,5%), raffles and contests12,5%) and cashback8,3%). However, 20,8%the merchants do not intend to carry out specific promotions for the date
Regarding the priority channels for communication with clients, physical stores lead with25%the preference, followed on Instagram22,62%), e-commerce17,6%), WhatsApp15,48%), Facebook13,49%) and TikTok (6,35%).
In addition to actions to attract consumers, companies also plan strategies for customer loyalty and after-sales. The after-sales support stands out as the main initiative, adopted by66,7%of the retailers. Other strategies include loyalty programs and the creation of communities to offer exclusive discounts, both with8,3percentage of adhesion. The cashback, although present among the initiatives, registers lower adherence, with4,2%.
“Research helps us better understand what consumers expect and how retail can prepare to meet this demand in the best possible way. Mother's Day is a key moment for the sector, and having access to these insights can make all the difference in the performance of retailers”, I completed Alexandre Della Volpe
