Considered one of the most important dates on the retail calendar, Mother's Day moves millions in physical and digital commerce. In 2024, the sector had already recorded significant growth: 15.8% in e-commerce and 4.5% in physical stores, according to data fromUnlimitail, joint venture between Carrefour Group and Publicis Group. For 2025, the expectation is of an even more robust performance — andRetail Mediastands out as one of the main allies of brands in converting seasonal opportunities into lasting results.
Mother's Day is the great opportunity of the first semester for retail. It is essential for brands to anticipate in order to attract and retain their customers before the date, since, according to the survey, consumers start looking for gift ideas 15 days in advance, highlights Fátima Leal, Key Accounts Director at Unlimitail.
According to a study by the National Confederation of Directors and Shopkeepers (CNDL), Serasa, and Offerwise, the date is expected to generate R$40 billion this year. And according to data from a new Globo survey, 82% intend to gift their 'mothers', with an average ticket of R$300. The ranking of souvenirs is composed of perfumes and cosmetics (34%), clothing, chocolates, and sweets (15%), footwear (12%), accessories (11%), flowers (10%), and household items (6%).
In this context,Retail Mediais increasingly gaining space in brand marketing strategies. The proposal is simple but powerful: to use the digital channels of major retailers — such as websites, apps, and social media — as media platforms to reach consumers at the moment they are most likely to make a purchase. An example of the power of strategy is the people reached by Carrefour's media (31 million/month), Sam's Club (2 million/month), and Atacadão (35 million/month).
"The key advantage of Retail Media lies in the combination of reach and precision. By advertising in environments where the consumer is already browsing with purchase intent, it is possible to significantly increase conversion chances," explains Fátima. Personalization is also a strong point: based on browsing data and purchase history, it is possible to target more relevant and accurate campaigns.
But the impact of Retail Media goes beyond just immediate sales. The strategy also proves to be effective in building customer relationships. "Commemorative dates are the gateway to new consumers, but brands need to think beyond immediacy. Retaining these customers means ensuring future purchases and also benefiting from spontaneous recommendations based on a good experience," concludes the executive.
With advanced planning and intelligent use of data, Retail Media consolidates itself as a powerful strategy not only to boost sales on Mother's Day but also to generate value throughout the entire year.
