Shopping apps grow to 43% before Mother's Day and reinforce mobile's role in purchasing decision

The proximity of Mother's Day already moves significantly the use of applications in Brazil. Adjust data show that, in the 14 days before the date, the shopping app installs grew to 43%, with emphasis on the shopping category.E-commerce apps registered a high of 20%, while coupon platforms and offers advanced 5%.

User engagement also intensified over the period. Messaging apps saw an increase of 154% in sessions, reinforcing its role in sharing recommendations, organizing purchases and other messages consistent with the date. Already the map and navigation apps grew 24%, reflecting the increase in the circulation of people.

The data indicates that consumer behavior goes beyond direct buying, involving a broader journey that includes research, comparison, and social interaction before the final decision.

“O Mother's Day is a key moment when mobile becomes the main point of contact between brands and consumers. Apps follow the entire journey, from discovery to conversion, through research and interaction between people”, says Fernando Cabral, Director of Growth LATAM at Adjust.

The trend follows the broader performance of e-commerce in the period. In 2025, Mother's Day sales grew 9.2%, reaching R$ 1.9 billion, according to a survey of the platforms Tray and Bling, LWSA. Among the categories with greater prominence are electronics, fashion and beauty. The shopping journey also shows itself increasingly hybrid, with consumers moving between marketplaces, online stores and physical retail.

Compared to the annual average, Mother's Day also drives app-specific categories. Apps revenue recorded growth of 170% on installs, while messaging apps saw an increase of 125% in sessions, reinforcing the social and family character of the date.

For retailers, the scenario reinforces the importance of data-driven omnichannel strategies.The ability to track user behavior at different times and platforms is critical to capturing demand and maximizing results.