With expectations of generating R$ 37.91 billion in sales and attracting 127 million consumers, Mother's Day is consolidating itself as the second most important date for national retail, according to a survey by CNDL and SPC Brasil. And if the volume is already impressive, the behavior behind the numbers is even more revealing: Brazilian shoppers are buying earlier, spending more per visit, and choosing gifts with higher added value, consolidating a trend towards premiumization and planning for the date.
This is shown in a study by Unlimited, the Retail Media platform of the Carrefour Group, which highlights how this movement consolidated in 2025 and what it signals for this year. The data indicates that the shopping journey is no longer concentrated in the last week, something common until recently. In 2025, almost 41% of sales in gift categories had already been made up to three weeks before the event, five percentage points higher than in 2024. Considering retail as a whole, this index reached 43.9%, compared to 35.9% the previous year. In practice, the sales peak shifted from the week immediately preceding Mother's Day to the so-called Week -3, indicating a less impulsive and more organized consumer – a behavior that, according to CNDL and SPC Brasil, should be repeated in 2026, with 77% of shoppers planning to research prices before making a purchase.
This change is also reflected in the way people shop. Even with the drop in the number of orders throughout the period, the average ticket price grew consistently, reaching an increase of up to 40% on the Friday before the date in Carrefour stores and 25% in Sam's Club, for example. Here, the behavior suggests a more efficient shopping experience: fewer trips to the store, but with more substantial purchases, especially among those who leave things to the last minute and opt for higher-value items.
“What this data reveals is a structural change in the Brazilian consumer's purchasing journey. Consumers are arriving at the point of sale with a more mature decision, having already researched, compared, and chosen. This places Retail Media in a central role and reinforces how it needs to be present in the moments before the decision, when brand preference is still being formed, and not just in the store aisles,” reflects Fátima Leal, Director of Agencies and Partnerships at Unlimited.
The choice of gifts has also evolved, and categories associated with experience and celebration have gained ground, such as spirits, wines, sparkling wines, and premium chocolates. Spirits, for example, grew by 47.2%. In the chocolate segment, we saw a replacement of the traditional box of chocolates with more sophisticated options with greater emotional appeal.
The trend towards premiumization also appears in unexpected categories, such as barbecue, traditionally associated with the weekend, which takes on a new role on this date. Beef sales grew by 12.3% and sausages by 54.1%, with premium brands leading this increase. This data reflects the cultural redefinition of the moment, which is seen as a special occasion for celebration.
Among durable goods, growth is directly linked to planning: cell phones advanced 32.9%, consolidating themselves as the fastest-growing electronics product, while refrigeration advanced 8.7%. These are purchases that require more consideration and reinforce the consumer's proactive behavior.
“The premiumization we see in this study is not a phenomenon isolated to commemorative dates and, in fact, reflects a reconfiguration of the value perceived by the Brazilian shopper. When a consumer chooses a premium whisky or imported chocolate as a gift, they are signaling a willingness to spend more, provided that the brand delivers value throughout the journey. For retailers and brands, this represents a significant opportunity, but it is necessary to know how to use data to identify this consumer at the right time and impact them with a message that will capture an existing demand,” reflects Fátima.
Therefore, more than just a promotional date, Mother's Day is becoming a more strategic and intentional moment for consumption. The shopper of 2025 is expected to repeat this year's behavior: buying earlier, choosing better, and spending more. This scenario demands that brands have an early presence, integrate channels, and have the ability to impact the consumer at the right moments in their journey.
