Retail Media gains strength as a bet to leverage sales and loyal customer on Mother's Day

Considered one of the most important dates in the retail calendar, Mother's Day moves millions in physical and digital commerce. In 2024, the sector had already registered significant growth: 15.8% in e-commerce and 4.5% in physical stores, according to data from the Unlimitail, a joint venture between the Carrefour Group and the Publicis Group.For 2025, the expectation is for an even more robust performance & Retail Media it emerges as one of the main allies of brands to convert seasonal opportunities into lasting results.

“Mother's Day is the great opportunity of the first semester for retail. It is essential that brands anticipate to attract and retain their customers before the date, since, according to the survey, consumers begin to seek gift ideas 15 days in advance”, highlights Fatima Leal, Director of Key Accounts at Unlimitail.

According to a study by the National Confederation of Directors and Shopkeepers (CNDL), Serasa and Offerwise, the date should move R$40 billion this year. And according to data from a new survey by Globo, 82% intends to present the $300 average ticket of R$300. The ranking of souvenirs consists of perfumes and cosmetics (34%), clothing, chocolates and sweets (15%), footwear (1213T3T), flowers (13T13T), (13T13T).

In that context, Retail Media the proposal is simple but powerful: use the digital channels of large retailers (such as websites, apps and social networks AS MEDIA platforms to impact consumers at the time they are most likely to purchase. An example of the power of strategy are people reached by Carrefour media (31 million/month), Sam’s Club (2 million/month) and Wholesale (35 million/month), among others 

“The differential of Retail Media is the combination of reach and accuracy. By advertising in environments where the consumer is already browsing with purchase intent, it is possible to significantly increase the chances of” conversion, explains Fatima. Personalization is also a strong point: based on browsing data and purchase history, it is possible to direct more relevant and accurate campaigns.

But the impact of Retail Media goes beyond point sales. The strategy also proves to be efficient in building customer relationships.“Date dates are the gateway for new consumers, but brands need to think beyond immediacy. Loyalty to these customers means ensuring new purchases in the future and still rely on spontaneous recommendation from a good” experience, concludes the executive.

With advance 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 year.