With the arrival of Mother's Day, celebrated this year on May 11, retail mobilizes for one of the most significant dates in the Brazilian commercial calendar, que perde apenas para o Natal em volume de vendas. According to the latest purchase intention surveys released by entities such as Fecomércio and SPC Brasil, more than 75% of consumers plan to gift their mothers, with average tickets ranging between R$150 and R$250. The fashion sectors, beauty, electronics and gastronomy lead the preferences
The specialist in marketing and business strategy, Фредеріко Burlamaqui, explica que a data representa uma oportunidade estratégica para o comércio impulsionar o faturamento, attract new customers and retain existing ones through more affectionate and personalized shopping experiences. Mother's Day is considered the second most important date of the year for Brazilian retail and its impact is significant both in sales volume and in the movement of various sectors. Furthermore, the strong emotional appeal of Mother's Day creates a conducive environment for campaigns that connect brands and consumers more deeply, que contribui significativamente para o fortalecimento da imagem e do posicionamento das empresas no mercado, affirms
However, to make the most of this sales boom, Burlamaqui warns that more than good promotions is needed, it is important that entrepreneurs invest in strategic planning and marketing actions well aligned with the target audience profile. Mother's Day is a golden opportunity to strengthen the relationship with the customer, generate value for the brand and boost sales. But everything starts with planning and market knowledge, explain the specialist.
Tips for using marketing to boost sales on Mother's Day
1 – Anticipation is essential
Burlamaqui recommends that campaigns begin to be publicised at least three weeks in advance. It is not enough to just promote the event weekend. Brands that build narrative and relationship over the previous weeks tend to convert more, reinforces
2 – Knowing the audience and offering tailored solutions
Data shows that consumers are increasingly seeking meaningful presence. Offering targeted gift suggestions, kits personalizados e experiências afetivas é uma forma de se destacar. The client wants something that reflects the relationship with the mother, não apenas um produto, comments the specialist
3 – Betting on content and storytelling
Brands that tell good stories win the hearts of consumers. Campaigns that value affection, the memory, e a diversidade de tipos de mães que existem hoje são mais eficazes do que comunicações genéricas. The emotional is a great ally on this date, highlight Burlamaqui
4 – Unir canais online e offline
Even with the growth of e-commerce, many purchases are still made in person. The integration between channels is the key. Use digital to attract, engage and retain, e o físico para encantar na experiência de compra, it is a powerful combination, explain the specialist
5 – Offer real advantages
Discounts, free shipping, gift packaging, envío directo a la madre y condiciones especiales de pago pueden ser los diferenciales que influyen en la decisión de compra. Who communicates empathetically and creatively gets ahead. Mother's Day is a celebration of bonds, and this needs to be reflected in every detail of the campaign, comment on Burlamaqui
6 – Create strategic partnerships
Unir fuerzas con otras marcas o negocios locales puede ampliar el alcance de la campaña y añadir valor a la experiencia del cliente. Partnerships with florists, confectioneries, beauty salons or delivery companies, for example, may result in joint promotional activities, sweepstakes and giveaways that delight the audience and generate more visibility, affirms
7 – Invest in themed window displays and ambiance
At the physical point of sale, the atmosphere makes all the difference. A well-thought-out display case, que remeta à maternidade com delicadeza e emoção, attracts glances and invites to buy. Small details like flowers, frases carinhosas e boa iluminação contribuem para criar uma atmosfera envolvente, orienta Burlamaqui
8 – Use influencer marketing to your advantage
Parcerias com influenciadores que dialogam com o seu público-alvo podem ampliar o alcance da sua campanha e gerar conexão autêntica com os consumidores. The recommendation of a trustworthy figure carries enormous weight, especially on emotionally charged dates like Mother's Day, reinforces the specialist
9 – Offer unique shopping experiences
Seja no ambiente online ou físico, providing a memorable experience is a differentiator. Humanized care, special packaging, personalised tickets, mood music or even interactive actions can turn the purchase into a special moment
10 – Monitor the results and learn from them
After the campaign period, it is essential to analyse the data obtained: best-selling products, channels with higher conversion, engagement of the shares, return on investment (ROI), among others. These learnings will be fundamental for planning upcoming commemorative dates and strengthening the brand's overall marketing strategy, закінчу Burlamaqui
