Cosmetics appear ahead of purchase intentions; class C registers greater willingness to give gifts
Class C leads next Sunday (May 10, 2026), according to research by Instituto Locomotiva in partnership with QuestionPro. Among Brazilians in this group, 89% stated that they have already purchased or intend to purchase gifts for the date. In classes A and B, the percentage is 87%, while in classes D and E it reaches 82%.
Cosmetics appear as the main category of gifts desired by consumers. According to the survey, 52% of Brazilians said they intend to buy beauty items for the date. Clothing and accessories appear next, with 46%. Read the of the research (PDF – 722 kB).
Here are the items mentioned by the interviewees (it was possible to mention more than one option):
- beauty items – 52%
- Clothing and accessories – 46%
- Chocolates – 41%
- Flores – 34%
- Breakfast baskets or gourmet foods – 30%
- Shoes – 26%
- Electronics – 16%
- Relaxation and self-care services – 14%
- Household Appliances – 13%
- Gift cards or voucher – 12%
- Trips – 7%
- Books – 7%
In the survey of most remembered brands for Mother’s Day, O Boticário appeared in the lead, followed by Natura and Cacau Show. Retailers Marisa and Renner followed.
The president of the Locomotiva Institute, Renato Meirellesstated that the clothing and beauty categories concentrate a large part of the consumption intention because they have different price ranges and a wide variety of options.
“For the sector, this means a clear window of opportunity: the date boosts sales and puts brands on a circuit of ritual affection”he declared.
The survey interviewed 1,000 people across the country from March 26 to April 6, 2026. The margin of error is plus or minus 2.5 percentage points.
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