With Mother's Day approaching, celebrated this year on May 11th, the retail sector is mobilizing for one of the most significant dates on the Brazilian commercial calendar, second only to Christmas in sales volume. According to the most recent purchase intention surveys released by entities such as Fecomércio and SPC Brasil, more than 75% of consumers plan to give gifts to their mothers, with average spending ranging between R$150 and R$250. The fashion, beauty, electronics, and gastronomy sectors lead the preferences.
Marketing and business strategy expert Frederico Burlamaqui explains that the date represents a strategic opportunity for businesses to boost revenue, attract new customers, and retain existing ones through more emotional 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 activity of various sectors. Furthermore, the strong emotional appeal of Mother's Day creates a favorable environment for campaigns that connect brands and consumers more deeply, which significantly contributes to strengthening the image and market positioning of companies,” he states.
However, to take advantage of this peak sales period, Burlamaqui warns that more than just good promotions are needed. Entrepreneurs need to invest in strategic planning and marketing actions well-aligned with their target audience. "Mother's Day is a golden opportunity to strengthen customer relationships, generate brand value, and boost sales. But it all starts with planning and market knowledge," explains the expert.
Tips for using marketing to boost sales on Mother's Day
1 - Anticipation is key
Burlamaqui recommends that campaigns begin to be advertised at least three weeks in advance. "It's not enough to just advertise the promotion on the weekend of the date. Brands that build a narrative and relationship over the preceding weeks tend to convert more," he emphasizes.
2 – Know your audience and offer customized solutions
Data shows that consumers are increasingly seeking meaningful gifts. "Offering targeted gift suggestions, personalized kits, and emotional experiences is a way to stand out. The customer wants something that reflects their relationship with their mother, not just a product," comments the expert.
3 – Invest in content and storytelling
Brands that tell good stories win the hearts of consumers. “Campaigns that value affection, memory, and the diversity of mothers that exist today are more effective than generic communications. Emotion is a great ally on this date,” highlights Burlamaqui.
4 – Unite online and offline channels
Even with the growth of e-commerce, many purchases are still made in person. "Integration between channels is key. Using digital to attract, engage, and retain customers, and physical to delight in the shopping experience, is a powerful combination," explains the expert.
5 - Offer real benefits
Discounts, free shipping, gift wrapping, direct delivery to mom, and special payment terms can be the differentiating factors that influence the purchase decision. “Those who communicate empathetically and creatively come out ahead. Mother's Day is a celebration of bonds, and that needs to be reflected in every detail of the campaign,” comments Burlamaqui.
6 – Create strategic partnerships
Joining forces with other local brands or businesses can broaden the campaign's reach and add value to the customer experience. "Partnerships with florists, bakeries, beauty salons, or delivery companies, for example, can result in joint promotional activities, raffles, and giveaways that delight the public and generate more visibility," he says.
7 – Invest in themed window displays and ambiance
At the physical point of sale, the ambiance makes all the difference. “A well-thought-out window display that delicately and emotionally evokes motherhood attracts attention and encourages purchases. Small details such as flowers, affectionate phrases, and good lighting contribute to creating an engaging atmosphere,” advises Burlamaqui.
8 – Use influencer marketing to your advantage
Partnerships with influencers who engage with your target audience can broaden the reach of your campaign and generate an authentic connection with consumers. "A recommendation from a trusted figure carries enormous weight, especially on emotionally charged dates like Mother's Day," the expert emphasizes.
9 – Offer differentiated shopping experiences
Whether online or in a physical environment, providing a memorable experience is a key differentiator. Personalized service, special packaging, customized tickets, background music, or even interactive activities can transform the purchase into a special moment.
10 – Monitor the results and learn from them
After the campaign period, it is essential to analyze the data obtained: best-selling products, channels with the highest conversion rates, engagement with the actions, return on investment (ROI), among others. "These insights will be fundamental for planning future holidays and for strengthening the brand's marketing strategy as a whole," concludes Burlamaqui.
