Mother’s Day 2026 Set to Lift Brazilian Retail With In-Store Buying Surge

Overview

• New national polling projects 78% of consumers will buy gifts, about 127 million shoppers, moving an estimated R$38 billion with 79% preferring physical stores.
• Top picks skew to fashion first, then perfumes and cosmetics, with experience gifts like meals and spa days also gaining space.
• In São Luís, 57.5% intend to shop, a 33.7% jump from 2025, as most plan a single gift and keep average spend near R$294 with many paying in cash or by PIX.
• Local readings in the Southeast point to steady gains, with Santos merchants forecasting a 10% sales rise, Niterói traders seeing about 6%, and Rio surveys showing many late-week purchases tied to early-month paychecks.
• Price tracking shows an average 2.89% rise over 12 months, below inflation, while jewelry jumped 26.81% and several appliances fell in price, likely steering choices toward fashion and beauty; even so, 52.3% of small and mid-sized firms report no special promotions planned.