A few days before Mother's Day, celebrated on May 11th, the Brazilian retail sector shows confidence in the results: according to a survey conducted by Rcell with the support of ASUS, 85.7% of retailers expect to generate over R$1 million in revenue during this period. According to the survey, 91.7% of retailers already adopt advanced planning as a competitive advantage — 50% start their strategies up to two months in advance, while 41.7% begin up to one month prior. Despite the optimism, the strong performance is not guaranteed solely by timing. For Lucien Newton, vice president of the consulting vertical of the 300 Franchising Ecosystem, more important than anticipating promotional actions is structuring a journey that connects purpose, data, and value delivery. "These periods should not be seen only as sales peaks, but as critical points for activating the relationship with the consumer. To maximize revenue potential, a plan that combines market intelligence, audience segmentation, channel integration, and consistency in delivering value is necessary," he states.
In practice, this movement is already adopted by networks such as Kapeh Cosméticos and Cafés Especiais, which combine a cosmetics store and a coffee shop in the same space, betting on the union of well-being and sensory experiences. "Mother's Day has a very strong emotional appeal, and therefore, we work to deliver products that delight from the first contact," explains Vanessa Vilela, CEO of the brand. The network invests in exclusive kits with thematic and sensory curation, many of them featuring green coffee as a key ingredient. They are items focused on self-care, including vegetable soaps, moisturizers, shampoos, hair masks, and other products aimed at skincare routines and hair and skin care. The options cater to different budgets, with prices starting at R$ 59.00, intermediate versions between R$ 150.00 and R$ 200.00, and more complete editions reaching R$ 400.00.
"We focus our strategy on an active presence on social media to create a connection with the end consumer, producing content that highlights the value of family bonds," says Vanessa. Kapeh's expectation is for a growth of up to 50% in sales compared to a normal period and up to 20% more when compared to last year's Mother's Day performance.
For Lucien, networks that treat these dates with a strategic vision reap benefits that go beyond the immediate result. "It is necessary to deeply understand consumer behavior data, anticipate demands, and design campaigns that deliver memorable experiences aligned with the brand's DNA. The journey must be smooth, personalized, and multichannel — from discovery to post-sale — with a full focus on convenience and engagement. When this happens, the impact is reflected not only in sales but also in customer loyalty and increased average ticket size in the medium and long term," says Lucien.
