Mother’s Day in Brazil is one of the most important days for retail, second only to Christmas. Learn more about consumer shopping habits and boost your sales in Brazil!
Mother’s Day is the second highest-grossing retail holiday in Brazil, second only to Christmas. In 2022, sales in shopping malls reached R$ 5.3 billion in the week leading up to the celebration. Meanwhile, according to a study by Nuvemshop, e-commerce sales for the holiday reached R$ 142 million.
However, this year, consumers are expected to spend less but will still buy gifts. According to a report by Think With Google, 28% of Brazilians plan to spend less than they did last year, but 31% said they will still buy gifts for their mothers this year.
In this article, we’ve wrapped up a list of the most popular gifts for Mother’s Day in Brazil and introduced the consumer habits merchants can expect for this year’s edition.
When is Mother’s Day in Brazil?
Mother’s Day in Brazil always takes place on the second Sunday of May. In 2023, Mother’s Day will be on May 14th.
What types of gifts are popular for Mother’s Day in Brazil?
Brazilian consumers tend to search for specific categories to give as gifts to their mothers. According to a report by Olist, the best-selling categories in e-commerce in 2022 were Small Appliances, Handicrafts, Fitness, and Beauty.
In addition, iDinheiro has listed the following as the main gist options for Mother’s Day in Brazil:
- Personalized Crafts
- Gift Baskets
- Chocolates and Sweets
- Beauty Products
- Spa Kits
- Personalized Photo Albums
- Special Lunches
- Clothing and Accessories
- Family Outings
- Jewelry and Costume Jewelry
Consumer Habits for 2023 Mother’s Day in Brazil
Prices are rising all around the globe, and Brazil is no exception. Still, despite 76% of Brazilians reporting that their financial situation will impact Monther’s Day, one out of three consumers will purchase gifts this year, as seen in the Think With Google report mentioned earlier. Further, 30% are unsure if they will or will not gift their moms.
How will Brazilians make ends meets this Mother’s Day?
According to Google’s insights, the question merchants should be asking is not how many consumers will make a purchase but how they will make ends meet given their financial situation. According to the report:
- 35% of consumers will buy “just a little something” – A.K.A, a small gift.
- 18% will switch the product category to something cheaper.
- 17% will purchase the same product category but from a cheaper brand.
- 17% will purchase a lower number of gifts.
Further, 6 out of 10 consumers reported they will spend up to BRL 200 (nearly USD 40) on their Mother’s Day gifts.
Where will consumers purchase Mother’s Day gifts?
Purchasing in physical stores is still preferred by 46% of consumers; however, 28% said they will buy from apps and online stores, and 72% will search for prices and information about the product from their mobile phones while in a physical store.
Learn more about the Brazilian e-commerce market
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