Mother's Day is approaching and significantly boosting app usage in Brazil. Data from Adjust shows that, in the 14 days leading up to the date, installations of shopping apps grew by up to 43%, with the shopping category standing out. E-commerce apps registered a 20% increase, while coupon and deals platforms advanced by 5%.
User engagement also intensified during this period. Messaging apps registered a 154% increase in sessions, reinforcing their role in sharing recommendations, organizing purchases, and other messages relevant to the date. Map and navigation apps grew by 24%, reflecting the increased circulation of people.
The data indicates that consumer behavior goes beyond the direct purchase, involving a broader journey that includes research, comparison, and social interaction before the final decision.
“Mother’s Day is a key moment when mobile becomes the main point of contact between brands and consumers. Apps accompany the entire journey, from discovery to conversion, including research and interaction between people,” says Fernando Cabral, Director of Growth LATAM at Adjust.
This trend mirrors the broader performance of e-commerce during this period. In 2025, Mother's Day sales grew by 9.2%, reaching R$1.9 billion, according to a survey by the Tray and Bling platforms, from LWSA. Among the categories with the greatest growth are electronics, fashion, and beauty. The purchasing journey is also becoming increasingly hybrid, with consumers moving between marketplaces, online stores, and physical retail.
Compared to the annual average, Mother's Day also boosts specific app categories. Recipe apps saw a 170% increase in installations, while messaging apps experienced a 125% increase in sessions, reinforcing the social and family-oriented nature of the holiday.
For retailers, this scenario reinforces the importance of data-driven omnichannel strategies. The ability to track user behavior across different time periods and platforms is crucial for capturing demand and maximizing results.
