With Mother’s Day approaching, Hibou, a consumer research, monitoring and insights company, presents the results of its most recent survey, highlighting Brazilians’ plans and feelings for Sunday (12).
The survey was collected between April 28 and 30, 2024, with a sample of 1724 interviews. Brazilians are preparing to celebrate Mother’s Day in different ways, even with tighter pockets this year.
“For many Brazilians, Mother’s Day is a date to celebrate maternal love and dedication, but this year we see that tight pockets are influencing purchasing decisions and forms of celebration”, comments Ligia Mello, CEO of Hibou.
Family celebration and maternal recognition
Of those interviewed, 30% plan to spend Mother’s Day at their mother or mother-in-law’s house, while 21% chose to stay at home without receiving visitors. Surprisingly, 18% have not yet decided how to celebrate. The survey also reveals that 41% of Brazilians consider Mother’s Day as an opportunity to recognize the value of mothers and express gratitude, an increase of 3 percentage points compared to the previous year.
The ideal gift and planned expenses
While 52% of respondents consider that family lunch at home is essential for the celebration, only 12% mentioned gifts as essential. However, 64% stated that they plan to give gifts to their mothers on this date, with 44% stating that their pockets are tighter this year and they intend to spend less than in previous years.
The influence of TV and gift options
During Mother’s Day, half of Brazilians leave the TV turned off, but among those who watch, Globo leads with 37% of audience. Regarding desired gifts, 31% consider that being together is the greatest gift, while 30% look for gifts that fit their budget.
“I prefer to travel”: gift segments and planned expenses
The survey showed that 55% of respondents are mothers, within this sample, if they had to choose a gift this Mother’s Day, 37% would prefer travel. Only 9% would like an appliance. 24% prefer bags and accessories.
Meanwhile, the children responded about what they would buy. The most popular gift segments include apparel (55%), footwear (37%), and perfume (36%). The majority of Brazilians (68%) plan to spend up to 250 reais beyond their financial routine to celebrate Mother’s Day.
“Although tight pockets may influence spending this year, Brazilians are determined to celebrate Mother’s Day with love and gratitude. Whether through simple gestures of recognition or carefully selected gifts, the important thing is to show affection for mothers on this special date.” concludes Lígia
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
