and retail expectations. According to research carried out by the Rio de Janeiro Store Directors Club (CDLRio) and the Rio de Janeiro Commerce Stores Union (SindilojasRio), commerce in Rio de Janeiro predicts a 5% growth in sales compared to the same period of the year past.
It is estimated that around 128 million Brazilians will give someone a gift this year, resulting in a financial movement of approximately R$40.21 billion in the commerce and services segments. Spending on gifts should reach an average ticket of R$314, representing an increase of R$56 compared to the previous year. Data comes from research carried out by the National Confederation of Store Managers (CNDL) and SPC Brasil-2024.
For Aldo Gonçalves, president of CDLRio and SindilojasRio, commerce should increase sales as more purchasing solutions are offered. “Credit has been playing a very important role in enabling people to maintain their standard of living, in the same way that technology has been making purchases easier, making processes more agile and secure. With this scenario, we believe in a greater number of people in physical stores, where purchases worth an average ticket of R$150 are expected, the same estimated value in 2023”, says Aldo.
Merchants expect an increase in sales of gifts, flowers, clothing, perfumes, shoes, beauty-related products, electronics, among other items, as people look to give gifts to their mothers and celebrate the occasion.
See below options for cosmetics, fitness products, clothes, books and headphones for the date that is considered by the trade as the “second Christmas”. The values were consulted at the end of April, in the main internet stores.
For mothers who love beauty care, there are options such as perfume, skincare kit and makeup palette. Among the perfume options, “Floratta Blue Mother’s Day Gift Kit” from O Boticário for R$ 174.90, or the “Instance Plum and Praline Mother’s Day Gift Combo” at Eudora for R$ 141.97. For skin care, kits like “Renew Reversalist” from Avon for R$ 82.90 or “Natura Tododia Cherry and Hazelnut Gift” from Natura for R$ 124.90 are excellent choices. In the makeup world, palettes like “Natural and More Eyeshadow Palette” from Boticário for R$ 149.90 or “Colors 24.1 Eyeshadow Palette” from Oceane for R$72 are versatile and elegant options.
For mothers who value health and well-being, suggestions such as a smartwatch, sports leggings and a reusable water bottle are ideal. A smartwatch like “Samsung Galaxy Fit2” for R$ 404.10 is an option that encourages the practice of physical activities. Sports leggings, such as “Essentials Aeroready 3-Stripes High Waist Legging” from Adidas is on sale for R$ 99.90 or “Women’s Nike Fast Legging” from Nike for R$ 199.49, provide style during exercises. To top it off, a reusable water bottle like the “Ecological” from Tupperware for R$ 39.90 or “Classic Thermos Bottle” from Stanley for R$ 199.90 are useful and sustainable accessories.
In the world of literature, period novels never go out of fashion and please people of all ages, the “Kit Judith McNaught” which features 3 of the author’s best-sellers for R$91.20. For mothers who are passionate about cooking, books like “50 Vegan Lunch Boxes” for R$ 35.25 or “Practical Kitchen” by Rita Lobo for R$49.90 offer a variety of delicious and healthy recipes.
In the clothing category, with winter approaching we suggest gifts such as dresses, sweaters and pumps. An elegant dress like “Chiffon Midi Dress With Bow At The Collar And Leopard Print” for R$ 239.90 at Renner or “Women’s Long Dress Ciganinha Folhas” for R$ 109.99 at Marisa are versatile pieces that can be used on different occasions. A cozy sweater like “Knitted Sweater With Hood And Lilac Stitch Mix” for R$ 119.90 is a great option for colder days. And for a touch of elegance, a classic pump like “Gabriela Scarpin Straight Heel Stitching Off White” for R$59.99.
For moms with a technological profile, gifts like “5G Smartphone 128GB Motorola Moto G34 6.5″” in Black or Blue for R$ 799.90 at TeleRio or “Smart TV 50″ Aiwa Android LED 4K” from R$2,759.90 to R$2,499.90 are great options to keep her connected and entertained. If she is passionate about music, the “Philips TAH1205BK Bluetooth Headset” can also be a choice.
Enivalda Alves da Pina Silva, economist and coordinator of the Distance Learning Administration course at Faculdade Santa Marcelina, in São Paulo, shares some valuable tips for saving money on gifts this Mother’s Day. “An economical and meaningful option is to opt for homemade gifts, such as cards, crafts or food,” she suggests.
Furthermore, the economist highlights the importance of searching for promotions and discounts in online or physical stores, looking for opportunities that fit the available budget. “Buying in advance is a smart strategy to take advantage of seasonal offers and avoid last-minute expenses, allowing for a more conscious and economical choice,” says Enivalda.
According to Enivalda, the expectation is that Brazilians will be willing to give gifts and invest more in purchases on Mother’s Day. She highlights the evolution of the maternal profile, becoming more diverse, and the need for brands to adapt to this reality. “It is clear that new audiences are emerging to consolidate Mother’s Day as the second most important date in retail. The vast majority of people declare that they will always consider Mother’s Day to be a very important date,” she says.
Employment in the sector
The expectation of an increase in sales should generate the largest hiring of temporary workers in more than a decade, to meet seasonal demand. The National Confederation of Commerce in Goods, Services and Tourism (CNC) predicts the opening of 25.9 thousand jobs, compared to the 23.79 thousand vacancies seen last year. The average hiring salary should also be higher, around R$1,794, 7.1% above the average amount paid on the same commemorative date in 2023. The biggest demanders for workers will be São Paulo (6.7 thousand) and Minas Gerais (2.9 thousand).
“The CNC’s expectation is that 6,800 temporary jobs will become effective vacancies in retail after the end of the second most important commemorative date in national retail”, projected economist Fabio Bentes, in the CNC study.
It is estimated that approximately 500,000 temporary opportunities will be generated in the second quarter of this year, according to the Brazilian Temporary Work Association (Asserttem). With the focus on Mother’s Day and Valentine’s Day celebrations, hiring is expected to be led by the Industry sector (45%), followed by the Services (35%), Commerce (15%) and others segments ( 5%).
According to a survey carried out by the Rio de Janeiro Store Directors Club (CDLRio) and the Rio de Janeiro Municipal Commerce Stores Union (SindilojasRio), 55% of merchants said they had already hired and 25% expressed interest in extending the measure until June, for Valentine’s Day, because they believe that the good moment of May could extend into the following month, due to the behavior of the economy.
Nicole Segundo, law student, shared her plans for this year’s Mother’s Day, including choice criteria and purchasing preferences. “We usually go for breakfast or lunch together. This year, I’m thinking about gifting my mom loungewear, a nightgown or a gym set, but I haven’t made up my mind yet,” she said. Nicole said that she has the habit of giving gifts every year on this date and that she usually spends between 100 and 300 reais. Furthermore, Nicole looks for promotions or discounts when making her choices and prefers to buy in physical stores.
* Report by intern Júlia Sofia, under the supervision of Marlucio Luna
