WHY MOTHER´S DAY FRENZY?

On May 12  Brazil’s millions of mothers will get whatever they want. Mothers don’t want to do anything in the house, no cooking, nothing, they want to eat out. So all the restaurants are a full. 

Restaurants have been bracing themselves for Sunday’s Mothers Lunch frenzy. Rio’s O Globo newspaper offered a guide to restaurants with special Mother’s Day menus. What is a perfect Mother’s Day lunch? Spaghetti with shitake mushrooms and prawns in herb butter, for R$42 at Terra Brasilis.

Research agency Euromonitor offered up its Ten Facts About Mothers, garnered from research in eight markets – including Brazil. As you might expect, this was consumer-based. “Mothers in emerging markets especially enjoy learning about new products (trying new products, browsing shopping malls), compared to mothers in developed markets,” for instance.

Yes, it’s a massive cash-in for retailers. Anything that can possibly be given a Mother’s Day hook in advertising will be. Brazilian mothers have clearly grasped this. Apparently they increasingly opt for electronic goods as presents. According to a survey of 1,300 mothers in Brazil, Colombia, Venezuela and Uruguay reported by the G1 site, the most popular is a tablet.

Excerpts by Dom Philips from Folha de Sao Paulo