According to a 2023 survey carried out by Cloud Shopa leading platform for creating online stores in Latin America, retailers generated 189.5 million in digital sales during the period related to Mother’s Day, with a national average ticket of R$249.60.
The company also showed that online SMEs used specific campaigns to reach new customers and, consequently, increase revenue. Data from Rakuten Advertising revealed that the date recorded an average ticket of 25% in online sales last year compared to 2022.
Numbers like these show us consumers’ purchasing intentions, and the availability and time used for internet research. Given the emotional appeal that the date brings, brands have a valuable opportunity to connect with their target audience through integrated campaigns across the different sales channels available.
This is what the study carried out by Digital Turbine in partnership with Adsmovil, an adtech leader in innovation of digital advertising solutions, shows by revealing that 65% of consumers stated that they have purchased gifts for Mother’s Day in the past and are considering doing so. do it again this year, with the majority (69%) intending to do so through mobile apps.
“Ads on smartphones are still the ones that generate the most recall, with 58%, followed by PC/laptop with 40% and television in third with 34%. Furthermore, search engines and ads on mobile devices are the main tools for product discovery, accounting for 42% and 32% respectively. This is also reflected in the environment where people make the majority of their purchases, making the way brands present themselves in these media essential”, comments Leila Guimarães, managing director of Adsmovil in Brazil.
The data also reveals that 73% of consumers say they will buy a gift for Mother’s Day through advertising on mobile devices if the product attracts them. Regarding the type of gift, three segments stand out: clothing (60%), chocolate (58%) and cosmetics line (54%).
Finally, the research shows that 52% of consumers choose to shop online with the option of home delivery and 48% still go to the store to look for the ideal gift.
With this panorama mapped, the public’s preferences during the date become more evident, revealing a scenario full of opportunities for commerce. These market trends have the potential to significantly impact sales.
“Through research we realized that consumers are increasingly attracted to the ease of personalized search that platforms offer. Interactions are more dynamic, generating more memories, and making purchases and choices easier for customers. We believe that Mother’s Day will bring great returns to those who know how to convey the message in a qualified way”, emphasizes Leila.
Mother’s Day boosts online sales
Considered one of the best dates on the commercial calendar, Mother’s Day is responsible for boosting e-commerce sales. The celebration takes place on May 12th, but the sector’s preparations have already begun with the acquisition of stock and the implementation of strategies to meet the increase in consumer demand.
According to an internal survey of the Yampi, an e-commerce platform for small and medium-sized businesses, the segment most impacted by the date will be stores with stock. The expectation is for a growth of 6% to 9% in Gross Merchandise Volume (GMV) sold during the week leading up to Mother’s Day, compared to the last week of April. In 2023, an increase of 8.8% was observed in the same period.
The Marketing coordinator at Yampi, Nathalia Bettoni, believes that the date is an opportunity for store owners to invest in content production, increase the store’s publicity to reach new people and carry out promotions to sell more.
“It’s a good opportunity to test campaigns, discount coupons and features that increase the conversion rate, such as Order Bump and Upsell”, he suggests.
The positive expectations for sales are justified not only by the tradition of the date, but also by the behavior of Brazilian consumers. The IQVIA report revealed that e-commerce reached R$186 billion in revenue in Brazil in 2023. The data shows that buying online is a habit that is here to stay.
According to a survey by the Brazilian Electronic Commerce Association (ABComm), the sector should reach revenue of R$205.11 billion throughout 2024, an increase of 10% compared to the previous year.
E-commerce must have the structure to meet increased demand
The clothing, accessories, cosmetics and electronics sectors tend to be, in this order, the most sought after by consumers who will give gifts on Mother’s Day. To meet the increase in demand, Nathalia Bettoni highlights the importance of a platform that offers the necessary resources for online sales.
“As a greater volume of access is expected on commemorative dates, the store needs to be hosted on a stable and secure platform, which has the main security certifications available”, he warns. She highlights that having a stable website that loads quickly and provides security are aspects that contribute to the best consumer experience.
Responsible for the Biramar Baby and Baby Enxoval ventures, Thayane Ramalho confirms that Mother’s Day is one of the most important moments in terms of sales for online stores.
“Many consumers look for special and meaningful gifts to honor the mothers in their lives, so we take advantage and invest in special promotions, exclusive launches and offer a personalized shopping experience”, reports the businesswoman.
Thayane also states that for this year the projection is for a 30% increase in sales for both brands, adding online channels and physical stores. Compared to 2023, business is expected to pick up, with the launch of exclusive and multifunctional products, as well as more strategic discount campaigns to attract and retain consumers.
Strategic actions help with revenue
Nathalia recommends that brands invest in strategic actions to increase revenue on Mother’s Day. She exemplifies that the creation of specific content for social networks helps to reinforce the dissemination of promotions. To do this, it is worth investing in different formats for the feed, stories and reels, which helps to create connection and interaction with the audience.
She also recalls that paid media has its value and can present thematic and segmented campaigns. Sending emails to consumers who have previously purchased from the store and mentioning any promotions due to the commemorative date are ways to attract buyers and increase the conversion rate.
Furthermore, she highlights the need to organize products by price ranges, categories and promotional banners, as consumers’ main interest on Mother’s Day is to give gifts. E-commerce features that increase conversion should not be left aside, it is important to offer advantages to the consumer at the time of purchase, which helps to increase revenue and the average ticket.
“As customers are more likely to purchase, offering the opportunity to add another product to their main order at a discounted price or even a superior product with greater cost-benefit are sales strategies that should be used especially in this period” reiterates Bettoni.
To boost sales on Mother’s Day, businesswoman Thayane Ramalho planned a series of strategic actions. According to her, themed product launches will be included, such as exclusive gift sets for mothers and babies, digital marketing campaigns focused on mothers’ needs and desires, such as comfort and practicality, and special offers.
She says that “partnerships with influencers and celebrities are also being explored with the aim of further expanding the reach of the message and increasing customer engagement”.
Risks that must be avoided
Yampi’s Marketing coordinator warns about the risks that entrepreneurs should avoid. “Not planning inventory in advance is a mistake that can directly harm sales. Without this prior care, the chances of not being able to meet demand and generating frustration for both the consumer and the retailer are greater.”
Not taking care of logistics is also an oversight.
“As it is a commemorative date, gifts need to be delivered before Mother’s Day”, ponders Bettoni.
Therefore, she emphasizes that it is essential to have control over logistics and delivery to be able to dispatch orders in advance, as people will buy gifts in the days before the date and want the goods to arrive on time.
Announcing promotions at the last minute is another example of an action that should be avoided.
“The promotion loses part of its function if it is announced late, after all, there will barely be time for potential customers to use it to make their Mother’s Day purchases”, he warns.
*Foto de capa: Gray StudioPro/Freepik
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