Gilberto Leite | Estadão Mato Grosso
Gilberto Leite | Estadão Mato Grosso
The Consumer Intention Survey for Mother’s Day in Mato Grosso, carried out by Sebrae/MT (Support Service for Micro and Small Businesses in Mato Grosso), indicates that 77% of consumers intend to buy gifts, which should result in more of R$323 million in sales for small businesses across the state. If you consider all types of businesses and services (including large companies), revenue can reach approximately R$523 million in sales in the state, around 66% more than last year.
The study shows an 18% increase in sales compared to the same period of the previous year, which can be justified by the improvement that 49% of respondents felt in relation to their financial situation in 2024 compared to 2023.
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The date is considered one of the best for commerce and small businesses can take advantage of it to earn even more, as explained by Leandro Gonçalves, state retail manager at Sebrae/MT.
“An interesting fact is that the majority of those interviewed in the survey, 31%, said they will buy gifts from small traders and also from the internet. A tip to prepare for Mother’s Day is to start with the internal organization of the store, ensuring that the space is welcoming and thematically decorated for the occasion. It is crucial that the most searched for products are easily accessible and well signposted. In addition, prepare the team with training focused on customer service and product knowledge, so they can offer personalized and effective recommendations”, he reinforces.
Leandro also explains that digital media can be good allies for small businesses, investing in campaigns on social media with posts that highlight these special offers, testimonials from satisfied customers and countdowns to the commemorative date.
“Compared to last year, both demand from small traders and the internet increased significantly, around 56% more. As a result, the amount generated in sales in small businesses is more than half of the state’s general total, with an estimate of more than R$320 million coming from small businesses. Given this favorable scenario, I suggest intensifying the creation of relevant content on social media, with posts that highlight gift ideas and special promotions for Mother’s Day. It is also important to offer attractive promotions, such as progressive discounts or gifts on purchases above a certain value, which encourage consumers to buy more. Service can not only improve the shopping experience, but also increase customer loyalty in the long term”, adds Leandro.
Average ticket
When asked how much they intend to spend, 24% of people from Mato Grosso answered between R$100 and R$199 when purchasing gifts. And spending more than R$500 is in the plans of 19% of respondents. The average per person will be R$263 in purchases in the state, 27% more than last year.
Among the products they intend to buy, clothes are leading the ranking on the purchasing intention list, with 27% of responses. Next come perfumes (20%), shoes (19%) and flowers (11%). The list also includes items such as bags (11%), jewelry (11%), chocolates (10%), among others.
In addition to mothers, with 75% of the answers about who the interviewee will honor, the following also appear on the list: wives (34%), grandmothers (24%) and women who will give gifts to themselves (7%).
Choosing the place of purchase
For consumers, the main factor in choosing where to shop is the quality of the products (57%), followed by the best price (52%) and places with promotions and discounts (44%). Of the respondents, 50% said they will shop for Mother’s Day in the week of May 5th, and 25% will go shopping in the first week of May.
Search
“The main objective of the research was to analyze consumption and celebration trends during the Mother’s Day period, in addition to profiling local consumers, providing more realistic views to small business owners impacted by the date, celebrated on the second Sunday of the month. May, which this year will be on 13/05”, explains Jaqueline Trentino, manager of Thematic Research at Sebrae/MT.
The Consumer Intention Survey for Mother’s Day in the state of Mato Grosso is a product of the Strategic Intelligence Management of Sebrae/MT. It was carried out via telephone interviews, between March 23 and April 16, 2024. 743 people living in Mato Grosso were interviewed. For the survey, quantitative methodology was used, with a margin of error of 5% for 95% confidence.
“Sebrae has a series of solutions to support small businesses for Mother’s Day through training and management consultancy. By offering courses and workshops, Sebrae helps entrepreneurs improve skills in critical areas such as marketing, sales, customer service and financial management. In addition, personalized consultancies can guide the implementation of effective strategies, market analysis and process optimization, ensuring that small businesses are well prepared to maximize their profits, not only on this commemorative date, but also on other important dates for commerce. retailer”, concludes manager Leandro Gonçalves.
