São Paulo, May 12, 2025 - An exclusive survey by Nubank reveals a growing trend for Mother's Day: instead of traditional gifts, it has become common to send a Pix transfer to offer others the freedom to use the money as they prefer. From November 2020 until May of this year, Nubank customers moved around R$45 million in 331,499 Pix transactions referencing Mother's Day in the message. In 2022, there were over 86,000 of those; in 2023, about 99,000; in 2024, 112,000. In 2025, by May 4th, the weekend before Mother's Day, about 11,000 people had already sent their Mother's Day Pix. The average value in recent years ranged between R$130 and R$140.
There are also those who don't necessarily send money but save it with their mothers in mind. There are over R$400 million saved in 258,184 "Caixinhas" that contain the word "mother" in their name.
Despite this new dynamic, traditional gifts maintain their relevance. Analyses of credit and debit card purchases on the weekends of May 2024 indicate that perfumes and chocolates led preferences, totaling more than R$8 million in transaction value.
Details of the data collected:
- Gift via Pix: More than 330,000 Pix transactions with the expression “mothers’ day" have been recorded since November 2020, reaching a total amount of R$44.8 million (an average of R$135 per transaction).
- Preferences in perfumery and chocolates: Data analysis from May 2024 shows that perfumery items and chocolates were the most sought-after gifts on Mother's Day weekend.
- Perfumery: 78,623 transactions, with an average value of R$147.
- Chocolates: 63,053 transactions, with an average value of R$57.
- "Caixinhas" for the future: The 258,184 Money Boxes that contain the word "mother" sum up to R$428.1 million under custody, with an average of R$1,302 per Money Box.
Finally, the survey also revealed the content of the messages sent via Pix. Among them were declarations of love, good-humored promises of more generous gifts next year, and jokes about the "return" on motherhood symbolized by the Pix received.