Regionalization and paid advertising: retailers' strategies for Mother's Day 2025

THE Rcell, one of the largest technology distributors in Brazil, with the support of ASUS, conducted a proprietary survey to map the expectations, strategies and challenges of retailers to the Mother's Day 2025. The survey, which covered all states of the country, revealed strategic insights on regionalization of campaigns and investments in paid advertising. 

The survey points out that customizing regional campaigns has been a recurring practice among retailers to strengthen the connection with consumers. Half of retailers offer products and promotions specific to regional commemorative dates, while 45,8% use local influencers to increase proximity to the public. 

Besides, uh 25% they adapt the language and tone of communication according to the dialect or regional expressions, and the same percentage uses images and local references to strengthen the visual identity of the campaigns. To better understand the preferences of the public, the 20,8% conduct local market research while 16,7% of retailers prefer not to make regional adaptations and maintain a more comprehensive approach. Others 16,7% they bet on events or face-to-face actions in strategic locations to strengthen the relationship with consumers. 

“The study shows that retailers are increasingly aware of the importance of regionalizing campaigns, which reflects a strategic effort to establish more authentic and effective communication with consumers”, says Alexandre Della Volpe, Marketing Director at Rcell. “Adapting language, choosing local influencers, and using regional referrals are all factors that can significantly drive engagement and sales conversion” 

The study also reveals the main investments in paid advertising for the period of Mother's Day, highlighting Google Ads as the most prioritized channel, with 18,61% of the preference of retailers, followed by Instagram Ads (17,49%), traditional media (17,08%) and Facebook Ads (15,56%). Other strategies include ads in marketplaces, which represent 11,39% of investments, TikTok Ads, with 10,56%, in addition to other channels that add up 6,53%. Only 2,78% of the companies said they did not plan to invest in paid advertising for the date. 

The survey data reveal a dynamic market, where physical and digital commerce coexist, and regional strategies are consolidated as a competitive differential. Consumer behavior continues to prioritize practicality, technology and facilitated payment conditions, making well-targeted campaigns even more essential for sales success on this date so relevant to Brazilian retail.