Purchase intentions for Mother's Day in 2026 showed a slight increase in the Rio de Janeiro Metropolitan Region, according to a survey by... Fecomércio Institute for Research and Analysis (IFec RJ)The survey, conducted at the end of April with 887 consumers, indicates a more heated scenario compared to the same period in 2025, with growth both in the number of people willing to give gifts and in the expected financial volume.
According to the data, 67,3% of respondents said they plan to buy gifts this year., surpassing the 66,1% recorded in 2025. Meanwhile, the percentage of those who do not plan to give gifts fell from 31,2% to 27,6%. Conversely, there was an increase in the group of undecided consumers, which rose from 2,8% to 5,1%, suggesting that some consumers can still be won over by retailers in the days leading up to the date.
Gift preferences and indecision still relevant.
Among consumers who have already decided to buy, The most sought-after items are perfumes and cosmetics, chosen by 23,1% of respondents.Next come clothing, with 16,9%, and footwear, bags and accessories, with 12,8%. Despite this, a significant portion — 23,4% — has not yet decided what they intend to buy, which opens up opportunities for promotional strategies from retailers.
The survey also reveals a slight increase in the average amount spent per gift. In 2026, the estimate is R$ 154 per consumer, up from R$ 152 recorded the previous year. Although the increase is modest, it reinforces the trend of a gradual recovery in consumption.
Physical stores are the preferred choice for consumers.
The research also indicates that physical stores remain the primary channel for purchases. Approximately 66,7% of those surveyed intend to buy gifts in person, while 21,4% opt for online stores. Another 8,1% stated that they plan to use both online and physical stores.
Based on these indicators, Total financial transactions for Mother's Day in the state of Rio are expected to reach approximately R$ 375 million in 2026, surpassing the R$ 366 million recorded in 2025.The result solidifies the date as the second most important for retail, behind only Christmas.
Positive outlook for trade.
The scenario outlined by IFec RJ indicates a moderately optimistic consumer environment, with a gradual increase in purchase willingness and growth potential driven by undecided consumers. The combination of increased average spending and a larger number of active consumers reinforces the expectation of positive performance for the retail sector during this period.
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