Mother’s Day in Brazil: A special day for ecommerce


May is approaching, and with it, one of the most special celebrations on the Latin American calendar: Mother’s Day (Dia das Mães in Portuguese). It is celebrated annually on the second Sunday of the month, and this year, in 2024, the date falls on May 12th. This day is commonly associated with gift-giving, making it a great opportunity for retailers who sell women’s fashion and accessories, beauty and skincare products, perfumes, home decor items, as well as other highly sought-after products for gifting on this occasion.

This article aims to help understand why Mother’s Day is a selling point for retailers, what the most demanded product categories are, and what the keys are to boost your sales.

Why should you sell on Mother’s Day?

This day is celebrated by millions of people around the world who celebrate with their families and express their love and appreciation for their mothers through gifts and other personalized gestures.

As the date is getting closer, more and more people are searching for the perfect gift for their mothers, and e-commerce plays a fundamental role. In a world with an infinite array of products to buy online, it’s crucial to align your business strategies with this holiday, enabling you to offer your customers exactly what they are looking for. This will undoubtedly enhance your sales during the period.

According to a study conducted by the Brazilian Association of E-commerce (ABComm), online sales alone reached a total of 1.3 billion dollars on Mother’s Day in 2023 in Brazil, with an average ticket of $90. Additionally, online orders reached the figure of 14 million.

For 2024, it is projected that almost 8 out of 10 people will give a gift to someone on Mother’s Day, according to a survey conducted by The Opinion Box Institute. Furthermore, it is relevant to highlight that according to the National Retail Federation (NRF), Mother’s Day is recognized as the third-largest retail holiday.

What are the top-selling categories on Mother’s Day?

The list of favorite products for gifting on Mother’s Day is led by the fashion and accessories category, followed by beauty and cosmetics products (makeup, skincare products, and perfumes), home decor items, jewelry, and finally, home appliances.

When to start selling for Mother’s Day?

To maximize sales for Mother’s Day, it is recommended for those looking to offer products from the most popular categories to publish them between 6 to 4 weeks before the date to start capturing all those people who plan their purchases and gifts. Amazon studies reveal that 56% of shoppers will buy Mother’s Day gifts at least 2 weeks in advance.

Expand your offerings in the easiest and fastest way possible, and watch your sales grow this Mother’s Day! 

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