As Mother's Day approaches on Sunday, May 11, 2025, Brazilian retailers are gearing up for one of their busiest times of the year. This occasion, second only to Christmas in importance for retail, presents a golden opportunity for businesses to connect with consumers and boost sales through special promotions and gift offerings.
According to the Confederação Nacional do Comércio (CNC), revenue for the sector is projected to reach R$ 14.37 billion, reflecting a 1.9% increase compared to 2024. A survey conducted by Instituto Locomotiva, in collaboration with QuestionPro, indicates that approximately 133 million consumers are planning their purchases this year, with an average spending expected to range between R$ 250 and R$ 450. This presents a significant opportunity for brands of all sizes to engage with their audiences.
To make the most of this occasion, small business owners are encouraged to develop creative and personalized marketing campaigns that resonate with their target consumers. In light of this, EXAME has curated a selection of impactful phrases for Mother's Day, assisting businesses in crafting heartfelt messages that can strengthen their connections with customers.
Amidst the commercial buzz, stories of family and motherhood are also taking center stage. One such inspiring tale is that of Thayssa Eduarda Nogueira, who is celebrating her first Mother's Day with her daughter, Serena, born on February 28, 2025, at the Hospital Municipal Albert Schweitzer (HMAS) in Realengo, Rio de Janeiro. Serena was born prematurely at just 840 grams and 34 centimeters, and after a challenging 70 days in the hospital, she is now thriving at home.
Thayssa's journey has been filled with trials, as Serena faced significant health challenges, including four days of intubation and 30 days of ventilatory support. "What gave me strength during the hospitalization was knowing that she was responding well to treatment," Thayssa shared, expressing her joy as they finally left the hospital just days before Mother's Day.
The HMAS is recognized for its specialized care for high-risk pregnancies and neonatal care, and this year, it has welcomed 23 children weighing under 1500 grams. Dr. Luciane Amaral, the head of the Neonatology department, emphasized the hospital's commitment to providing comprehensive support for mothers and their newborns.
In celebration of Mother's Day, the municipal health network in Rio has organized special activities across its 13 maternity hospitals and the Casa de Parto, including gift distributions, celebratory meals, and massages for new mothers.
As families gather to celebrate this special day, the challenges and joys of motherhood are highlighted through various narratives. For instance, Simon Wanjtraub and his wife, Angela, have been married for 49 years and are proud parents of seven children. The couple emphasizes the importance of family gatherings, stating, "We hold lunches, parties, and dinners. We are a festive family." Their strong family bonds reflect the essence of Mother's Day.
However, not all stories are filled with joy. The increasing number of single mothers in Brazil presents a different set of challenges. According to data from the Instituto Brasileiro de Economia da Fundação Getúlio Vargas, over 11 million mothers are raising their children alone, with the number of single mothers rising by 17.8% over the past decade. This statistic sheds light on the struggles faced by many women, including freelancer Daniela Damásio, who raises her daughter Maria Eduarda, affectionately known as Duda, while navigating the complexities of single parenthood.
Daniela plans to celebrate Mother's Day with a visit to the Christ the Redeemer statue, reflecting on the unique joys and difficulties of being a single mother. "Every day is a learning experience, and I strive to provide the best for my daughter," she remarked.
Tuanny Miller, founder of the platform Compre de Uma Mãe Preta, also shares her perspective as a single mother. She describes the daily courage it takes to balance entrepreneurship and motherhood, stating, "Entrepreneurship as a single mother is an act of daily courage. Each task and meeting occurs amidst emotional regulation and providing presence for my child."
Artur Costa, a psychoanalyst and senior professor at the Associação Brasileira de Psicanálise Clínica (ABPC), highlights the importance of self-care for single mothers. He notes, "Self-care is not a luxury for single mothers; it is a necessity for emotional survival. When overwhelmed with multiple responsibilities, they often neglect their own well-being, which in turn affects the quality of care they provide to their children."
Legal expert Leonardo Marcondes elaborates on the rights of single mothers in Brazil, emphasizing their protection under various laws that ensure dignity and well-being for both mother and child. He explains that these rights include maternity leave, job stability, and priority in social programs, which are crucial for supporting single-parent families.
In Brazil, single mothers have legal recognition, regardless of whether they chose to raise their children alone or were abandoned by the father. Daniel Blanck, another legal expert, explains that while both scenarios afford similar rights, the legal implications differ, particularly regarding child support and custody arrangements.
In cases where the father is absent but registered, the mother typically has unilateral custody, allowing her to make key decisions regarding the child's upbringing. However, if the father reappears and wishes to be involved, shared custody may be considered, provided it serves the child's best interests.
As Mother's Day unfolds, it serves as a poignant reminder of the diverse experiences of motherhood in Brazil—from the joys of new beginnings to the challenges faced by single mothers. Each story contributes to a broader narrative of resilience, love, and the enduring spirit of motherhood, making this day a celebration of all mothers and their unique journeys.
