Serasa Experian, the first and largest datatech in Brazil, estimates that around 186,565 fraud attempts are recorded in the week leading up to Mother's Day. According to the 2025 Identity and Fraud Report by Serasa Experian, Mother's Day is the third most active date for online commerce in Brazil, behind only Black Friday and Christmas — a scenario that favors the activities of digital criminals. Successful cases could cause a financial loss of over R$ 1.04 billion for consumers and companies.

The volume of purchases during the period, driven by promotions and the rise in online sales, is the ideal scenario for scammers. Commemorative dates like Mother's Day are sensitive moments for digital security. Criminals exploit the increase in transactions to carry out scams more frequently, especially in digital environments. Therefore, it is essential that both consumers and companies be alert to signs of fraud and invest in protective practices and technologies, warns Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian.

The survey is based on the average daily number of frauds identified by the Serasa Experian Fraud Attempt Indicator, combined with the potential financial losses from fraudulent transactions. Among the most common modalities are registration inconsistencies, misuse of personal data, and manipulation of devices and identities.

Among the most frequent scams during the period are observed

• Fake sites and social media profiles mimicking well-known stores for data theft;

• Messages with malicious links promising unbeatable promotions or gift deliveries;

• Cloning of accounts in messaging apps to request transfers on behalf of third parties.

Here are some essential tips for consumers:

• Ensure that your documents, cell phones and cards are well stored and secure, with strong passwords for accessing applications;

• Do not provide passwords or access codes outside the bank's website or application;

• Be careful with cards when making purchases in person, avoiding exchanging them when making payments in bars, restaurants and street vendors;

• Always check the card after the transaction and protect the password when entering it;

• Keep your phone secure with biometrics and two-step authentication;

• Check the reputation of stores and websites before making any purchases, and provide your personal information and card details only if you are sure that it is a safe environment;

• Be wary of offers with very high discounts or that require advance payments;

• Be careful with links shared in social media messaging groups or SMS;

• Do not lend or sell your data;

• Do not make transfers to friends or relatives without confirming by phone or in person that it really is the person in question, as the person's contact may have been cloned or falsified;

• Create secure passwords and update them frequently;

• Monitor your CPF frequently to ensure that you have not been a victim of any Pix fraud.

• Use only secure payment methods and enable two-step authentication whenever possible.

For companies, the recommendations are:

• In an increasingly digital and interconnected business environment, where fraud evolves and expands rapidly, invest in layered fraud prevention technologies to protect the integrity and security of your company's operations;

• Ensure the quality and veracity of data from fraud prevention solutions using solutions that are constantly improved in light of changes and fraud threats;

• Deeply understand your user's profile and constantly seek to minimize friction points in their digital journey, ensuring a fluid experience without compromising security.

• Use fraud prevention as a lever to generate revenue, implementing an intelligent orchestration of solutions that maximize security, reduce losses and enable a more agile and reliable purchasing experience for the customer.

Methodology

Serasa Experian estimated the risk of fraud in the week leading up to Mother's Day in 2025 based on data from the same period in 2024, when a fraud attempt occurred every 3.2 seconds.

Labor Day, a national holiday celebrated on May 1st, which falls on a Thursday this year, significantly boosted the demand for bus tickets across Brazil. According to data from ClickBus, the largest bus ticket sales app in Brazil, there was an177% increase in ticket searcheswith boarding between April 30 and May 7, compared to the same period last year, when the holiday fell in the middle of the week.

The numbers show a trend in the sectorlong holidays continue to be one of the main drivers of national tourismespecially when road transport is the most affordable choice for short and medium-distance trips.

"Holidays increase Brazilians' desire to travel, as they become the perfect opportunity to relax and enjoy a few days of rest without straining the budget. When the time off allows for three or four consecutive days, we see a significant increase in departures, especially to destinations like major urban centers," says Elbert Leonardo, Commercial Vice President of ClickBus.

The most searched destinations for this holiday include cities likeSão PauloandRio de Janeiro, already known as major tourist hubs throughout the year, this year with even more prominence due to the show by singer Lady Gaga on Copacabana beach.Belo Horizonte and Curitiba,that typically receive a significant flow of visitors during holidays due to their cultural centers, museums, and good gastronomy, andLondrina,which features cultural events and various outdoor excursions, in addition to being next to Cambé, a neighboring city where the Workers' Festival and the traditional May Day sports tournament take place.

In seasonal periods like this, road transportation proves to be increasingly competitive due to the variety of schedules, more affordable prices, and ease of connection to smaller destinations outside the radar of major airlines. The sector's expectation is that the positive trend will repeat during the upcoming long holidays of the year, confirming therecovery and continuous growth of the road transport sector.