{"id":20198,"date":"2026-04-24T13:46:48","date_gmt":"2026-04-24T13:46:48","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=20198"},"modified":"2026-04-24T15:08:41","modified_gmt":"2026-04-24T15:08:41","slug":"gifts-clicks-and-results-the-power-of-mothers-day-2026-in-e-commerce","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/gifts-clicks-and-results-the-power-of-mothers-day-2026-in-e-commerce\/","title":{"rendered":"Presentes, cliques e resultados: o poder do Dia das M\u00e3es 2026 no e-commerce"},"content":{"rendered":"<p>O Dia das M\u00e3es, que ser\u00e1 celebrado em 10 de maio de 2026, promete ser de uma sofistica\u00e7\u00e3o tecnol\u00f3gica sem precedentes. Ent\u00e3o, se voc\u00ea pretende que suas vendas superem os resultados do ano passado, nossos consultores j\u00e1 se anteciparam e apresentamos abaixo os principais motores e expectativas para esse ano.<\/p>\n<h2><strong>O Ponto de Partida: O que aprendemos com 2025?<\/strong><\/h2>\n<p>Para entender o que esperar de 2026, precisamos olhar pelo retrovisor. Em 2025, o e-commerce brasileiro n\u00e3o apenas cresceu, <a href=\"https:\/\/novovarejo.com.br\/com-alta-de-26-e-commerce-bateu-recorde-no-dia-das-maes\/\" target=\"_blank\" rel=\"noopener\">ele bateu recordes<\/a>, movimentando R$ 12,58 bilh\u00f5es, uma alta impressionante de 26% em rela\u00e7\u00e3o ao ano anterior, segundo pesquisa da Neotrust CONFI em parceria com o E-Commerce Brasil. O ticket m\u00e9dio, de acordo com levantamento da <a href=\"https:\/\/mercadoeconsumo.com.br\/05\/05\/2025\/ecommerce\/vendas-no-comercio-eletronico-devem-alcancar-r-971-bilhoes-no-dia-das-maes\/\" target=\"_blank\" rel=\"noopener\">ABCOmm<\/a> ultrapassou os R$ 570,00, com mais de 16 milh\u00f5es de pedidos processados no per\u00edodo.<\/p>\n<p>Segundo pesquisa da <a href=\"https:\/\/gente.globo.com\/colecao\/tendencias-de-consumo\/infografico\/dia-das-maes-2026-expectativas-para-a-data-mais-importante-do-ano.ghtml\" target=\"_blank\" rel=\"noopener\">Cielo<\/a>, todos os segmentos vinculados a produtos presente\u00e1veis apresentaram crescimento no Dia das M\u00e3es 2025 vs. 2024. Deles, os destaques s\u00e3o:<\/p>\n<ul>\n<li>\u00a0 \u00a0Vestu\u00e1rio &amp; Artigos Esportivos: o segmento cresceu 6,4%;<\/li>\n<li>\u00a0 \u00a0Livrarias, Papelarias &amp; Afins: 4%;<\/li>\n<li>\u00a0 \u00a0\u00d3ticas &amp; Joalherias: 3,4% .<\/li>\n<\/ul>\n<p>INFORMA\u00c7\u00c3O B\u00d4NUS: Nos Estados Unidos, a categoria de Flores e Presentes de \u00daltima Hora saltaram 1200%, com o canal mobile registrando um aumento de 1400% nos tr\u00eas dias que antecederam a data. Um fen\u00f4meno que tem tudo para se replicar no Brasil.<\/p>\n<h2><strong>A Expectativa para 2026: <a href=\"https:\/\/cndl.org.br\/varejosa\/dia-das-maes-deve-movimentar-3775-bilhoes-de-reais-no-varejo-78-dos-consumidores-pretendem-presentear-mostra-pesquisa-cndl-spc-brasil\/\" target=\"_blank\" rel=\"noopener\">R$ 37 bilh\u00f5es<\/a> ao todo, sendo R$ 14,6 bilh\u00f5es s\u00f3 no e-commerce<\/strong><\/h2>\n<p>Para 2026, 78% das pessoas manifesta a inten\u00e7\u00e3o de comprar presentes, o que deve representar, segundo a <a href=\"https:\/\/gente.globo.com\/colecao\/tendencias-de-consumo\/infografico\/dia-das-maes-2026-expectativas-para-a-data-mais-importante-do-ano.ghtml\" target=\"_blank\" rel=\"noopener\">Confedera\u00e7\u00e3o Nacional do Com\u00e9rcio<\/a>, um faturamento de R$ 14,6 bilh\u00f5es e um incremento de vendas estimado em R$ 1,68 bilh\u00f5es em rela\u00e7\u00e3o a 2025 estimados pela Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico &#8211; <a href=\"https:\/\/dados.abcomm.org\/dia-das-maes\" target=\"_blank\" rel=\"noopener\">ABIACOM<\/a>. A ABICOM ainda estima um aumento de 10,3% no n\u00famero de pedidos, o que somaria quase 18,5 milh\u00f5es de compras efetuadas no per\u00edodo este ano. Mas n\u00e3o se engane: o crescimento n\u00e3o vir\u00e1 apenas de &#8220;comprar mais tr\u00e1fego&#8221;. O consumidor de 2026 \u00e9 mais anal\u00edtico, omnichannel e est\u00e1 totalmente adaptado ao uso de intelig\u00eancia artificial na sua jornada de compra.<\/p>\n<h2><strong>Como, quando e onde as compras v\u00e3o acontecer<\/strong><\/h2>\n<p>A decis\u00e3o de compra online continua sendo multicanal e se consolida ap\u00f3s a experi\u00eancia em diferentes dispositivos, plataformas e pontos de contato. Do p\u00fablico que indica que vai comprar na Internet, 73% indicam utilizar apps, 69% sites e 28% afirmam que utilizar\u00e3o o Instagram, consolidando uma tend\u00eancia que vem sendo observada ao longo dos anos.<\/p>\n<p>Segundo pesquisa encomendada pela <a href=\"https:\/\/gente.globo.com\/colecao\/tendencias-de-consumo\/infografico\/dia-das-maes-2026-expectativas-para-a-data-mais-importante-do-ano.ghtml\" target=\"_blank\" rel=\"noopener\">Globo<\/a>, apesar de as m\u00e3es serem a imensa maioria das que recebem presentes nessa data (79%), os presentes v\u00e3o tamb\u00e9m para outras figuras femininas importantes como Esposa\/Namoradas (19%), Sogras (15%) etc. Cerca de 10% das pessoas que v\u00e3o presentear, informam que comprar\u00e3o presentes para 3 pessoas ou mais.<\/p>\n<p>E o que as pessoas pretendem comprar? Perfumes lideram a prefer\u00eancia com 47% das inten\u00e7\u00f5es e s\u00e3o os preferidos do p\u00fablico acima de 55 anos: as m\u00e3es e av\u00f3s conectadas. Outros segmentos tamb\u00e9m indicam alta como Roupas e Cal\u00e7ados (41%), Cosm\u00e9ticos (26%), Chocolates (23%) e Flores (19%). Destaque para o alto crescimento entre as mam\u00e3es da inten\u00e7\u00e3o de serem presenteadas com livros, apesar de ter \u00edndice ainda do baixo (4%), ele \u00e9 quatro vezes maior do que em 2025.<\/p>\n<p>Eletrodom\u00e9sticos inteligentes e gadgets tecnol\u00f3gicos, smartwatches e assistentes virtuais como Amazon Echo e Google Home figuram entre os itens mais desejados no per\u00edodo que antecede a data, o que eleva o faturamento total devido ao alto valor agregado. N\u00e3o \u00e0 toa, o ticket m\u00e9dio esperado para o Dia das M\u00e3es 2026 \u00e9 alto: R$ 298.<\/p>\n<p>Para garantir a convers\u00e3o dessas prefer\u00eancias em compra, os especialistas da Criteo afirmam que a melhor solu\u00e7\u00e3o \u00e9 usar a criatividade. Nossas pesquisas mostram que Adaptive Ads geram resultados de ROAS 14% acima da m\u00e9dia e 30% acima em CPR, enquanto Showcase Ads performam 22% acima da m\u00e9dia em CVR. Quando a aten\u00e7\u00e3o \u00e9 disputada, o criativo pesa!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O Dia das M\u00e3es, que ser\u00e1 celebrado em 10 de maio de 2026, promete ser de uma sofistica\u00e7\u00e3o tecnol\u00f3gica sem precedentes. Ent\u00e3o, se voc\u00ea pretende que suas vendas superem os resultados do ano passado, nossos consultores j\u00e1 se anteciparam e apresentamos abaixo os principais motores e expectativas para esse ano. O Ponto de Partida: O [&hellip;]<\/p>\n","protected":false},"author":195,"featured_media":20206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[740,732],"coauthors":[745],"class_list":{"0":"post-20198","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-ai","8":"category-commerce-media","9":"criteo-business-agency","10":"criteo-business-small-and-medium","11":"criteo-business-publisher","12":"criteo-business-retail-media","13":"criteo-solution-customer-acquisition","14":"criteo-solution-video-advertising","15":"criteo-solution-retail-media","16":"criteo-solution-dynamic-retargeting","17":"criteo-solution-customer-retention","18":"criteo-solution-contextual-advertising","19":"criteo-platform-commerce-grid","20":"criteo-platform-commerce-growth","21":"criteo-platform-commerce-max","22":"criteo-technology-ai-engine","23":"criteo-technology-dynamic-creative-optimization","24":"criteo-technology-predictive-bidding","25":"criteo-technology-shopper-graph","26":"criteo-topic-ad-tech","27":"criteo-topic-company-updates","28":"criteo-topic-black-friday","29":"criteo-topic-commerce-media","30":"criteo-topic-executive-content","31":"criteo-topic-data-and-trends","32":"criteo-topic-events","33":"criteo-topic-first-party-data","34":"criteo-topic-privacy"},"acf":{"enable_slide-in":false,"add_faq":false,"hide_post_from_listing":false,"remove_from_internal_search":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Presentes, cliques e resultados: o poder do Dia das M\u00e3es 2026 no e-commerce | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Dia das M\u00e3es 2026: vendas de R$ 14,6 bi no e-commerce. 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