Brazilian e-commerce is expected to register another positive Mother's Day in 2026. The date, considered one of the most important for retail, is projected to generate R$ 11,06 billion, according to industry projections. This represents growth compared to the R$ 9,98 billion registered in 2025.
Sales are also expected to increase, rising from R$1,48 billion in 2025 to R$1,68 billion in 2026, indicating the strength of the date for consumption. Despite this, the growth rate is expected to be more moderate, with an estimated increase of 10,78%.
Another indicator of stable consumption is the average ticket price, which should remain stable at R$ 598,23. The number of orders is expected to reach 18,49 million, reflecting an increase in the volume of purchases. The combination of these factors suggests that consumers will maintain the tradition of gift-giving, but with greater attention to their budget.
“Even in a more balanced growth scenario, Mother's Day remains a strategic date for retail, driven by emotional appeal and the diversity of product categories. The increase in the number of orders shows a present consumer, albeit more cautious in their choices,” highlights Fernando Mansano, president of ABIACOM.
Giuliana Flores expects up to 30 requests for that date.
Giuliana Flores projects a 15% increase in sales for Mother's Day 2026, supported by a campaign that proposes a new perspective on the maternal figure by highlighting women before motherhood. The expectation is to reach 28 to 30 orders during the week leading up to the date, focusing on classic and sentimental categories such as flower bouquets, plants, and breakfast baskets.
“For Mother’s Day, we developed a campaign that invites people to look at women beyond motherhood, valuing their history and individuality. We’ve put together a portfolio with over 10 options on our website to cater to all types of mothers, reinforcing our commitment to translating, through gifts, the affection and care that make this date so special,” shares Clóvis Souza, CEO of Giuliana Flores.
