Mother’s Day in Latin America: must-know information for your business in the region

Mother’s Day in Latin America differs from country to country. The region is full of cultural disparities, especially when it comes to celebrating special dates. Latin America also bears the diversity of colonialism, and influences imported by countries from all over the world. As a result, doing business here can be a little tricky. 

The differences surrounding Mother’s Day in Latin America start with the date. Most countries celebrate Mother’s Day in May. However, some countries like Costa Rica, Argentina and Panama have adopted other dates: August 15th, the third Sunday of October and December 8th, respectively.  

Regardless of the date, honouring the mother is a very important custom for Latin American families, throughout most regional cultures. It’s also a date on which brands can connect with their audience, especially if your company is looking to engage with public relations in Latin America.

Bolivia

Celebrated on May 27th, Mother’s Day in Bolivia is  political in nature. The date also honours the women that took part in the Bolivian War of Independence, and the Cochabamba Battle in particular. 

On May 27th 1812, a group of women led by Manuela Gandarillas went to fight the Spanish army out of respect for their lost sons and husbands. The battle took place at La Coronilla, located in the city of Cochabamba. That’s why these women became known as the “Coronilla Heroines”.

The date is considered on a par with Christmas in terms of importance, but was only officially named a day of national celebration in 1927.

Mexico

Just as in many other places around the globe, Mother’s Day is an important celebration in Mexico due to the cultural and social relevance mothers have within the country. Here are some reasons why this day is important in the country:

1. Family and traditional values: family is a very important pillar in Mexican culture where moms play the main role. Mother’s Day is an opportunity to honour and thank mothers for their contribution to the family’s union and stability. 
2. Gratitude and family affection: Mexican society cultivates strong family ties and tends to express gratitude and love towards parents, especially the mothers. This day is considered a special occasion and a welcome opportunity to share these feelings and show appreciation for the unconditional love and the sacrifice that mothers make for their children.
3. Religion: in Mexico, where Catholicism is predominant, Mother’s Day can have religious connotations, since Mary, mother of Jesus, is venerated as a mother. Therefore, the celebration can have a spiritual value to some people. 
4. Public recognition: Mother’s Day is celebrated at a national level with events, tributes and special activities. This helps to highlight the value that mothers have in society and recognize publicly their fundamental role.
5. Business: like many other places, Mother’s Day has gained commercial relevance in Mexico. Companies take the chance to promote their products and services.

In summary, this date is relevant due to the importance of family, traditional values, gratitude and unconditional love, much in the same way  for the commercial dimension it has gained respectively. It is an opportunity to honour and appreciate the vital role that mothers have in Mexican society.

Panama

In Panama, Mother’s Day is all about religion. Catholic practices have been commonplace since 1930, thanks to the wife of then-president Florencio Harmodio Arosemena. Celebrated on December 8th, Panamanians honour and celebrate Our Lady of the Immaculate Conception and the conception of her son, Jesus, through the Holy Spirit.

So together with a celebration of family, this day marks an homage to the mother of Jesus Christ.

Brazil

If you want to do business in Brazil, it is important to know that for Brazilians, as with Bolivians, Mother ‘s Day is second only to Christmas in terms of importance. The date was enshrined in 1932 by the president at the time, Getúlio Vargas, who was influenced by Brazil’s growing feminist movement. The celebration was also influenced by the United States, which has honoured mothers since the beginning of the 20th century. 

On the second Sunday in May, Brazilians give their mothers and spouses flowers, clothes, perfume and other presents, in thanks for their love and efforts.  The date is also a major driver of business, with sales a common feature in stores and restaurants

Peru

Mother’s Day celebrations actually begin some days before the second Sunday of May – the official date in the country – with parties and ceremonies taking place dedicated to mothers. From school presentations to tributes in clubs and family gatherings, this is one of the most active days in Peru. Flowers, cards and handmade gifts made by the children are one of the main traditions. 

In 2023, the Chamber of Commerce estimated a revenue of 4 million soles on sales on this specific date. Cell Phones, TVs, jewelry, perfumes and clothes are a few  of the chosen gifts.

Other people prefer to gift their mothers with experiences, such as trips or spa days. This is also an opportunity to go out for dinner in restaurants, which create special dishes for this celebration.

And, most importantly, this is a day of remembrance. People who have lost their mothers usually go to cemeteries to leave flowers, or go to church to pay tribute.

Mother’s Day was instituted in Peru by President Manuel Prado in 1940, recognizing the work and the value of mothers. Since then, the date has been present in the calendar, not only for institutional reasons, but also because it is one of the most important days of the year for families and business.

Argentina

In the country, this commemorative date has existed since 1931 and is vinculated to religious matters, specifically Catholic traditions. Mother’s Day in Argentina is based on the liturgical calendar, which celebrates the Solemnity of the Divine Motherhood of  Mary, mother of Jesus, on October 11th.

It was determined that Mother’s Day in Argentina would be celebrated on the following Sunday after this celebration, but the date has since been changed to the third Sunday of October.

This is a very special day in the country, where kindness and gratitude is shown to all mothers. From breakfast in bed with plenty of tasty food and hugs to a barbecue at a sibling’s house. This date represents three things to Argentinians: food, loved ones and shopping.

As mentioned previously, this day stimulates the market, so Argentinian brands and stores make the most of the opportunity to earn money.

Discounts, sales and sweepstakes on social media are some of the tactics that companies use in order to increase sales. In summary, Mother’s Day in Argentina is one big party that both people and businesses can enjoy.

Colombia

In Colombia, Mother’s Day, known as “Día de la Madre,” is celebrated with great enthusiasm and a heartfelt expression of love and appreciation. This special day usually happens on the second Sunday of May, in alignment with the international tradition of paying tribute to mothers. Families across the country take the opportunity to express gratitude and affection for the maternal figures in their lives.

Leading up to Mother’s Day, Colombian streets and markets come to life with vibrant displays of flowers, particularly roses and carnations, which are considered symbols of love and appreciation. Florists and gift shops experience increased activity as people seek out the perfect bouquet or thoughtful gift to convey their feelings. It is common for families to gather for festive meals, where they share quality time with their mothers, grandmothers, or any other significant maternal figures.

Church services also play a role in Mother’s Day celebrations, with many Colombians attending special Masses or religious ceremonies to offer prayers for the well-being of their mothers. Additionally, schools often organize events and activities, allowing children to make handmade cards and gifts to express their love in a personal and creative way.

Colombian society places strong emphasis on family bonds, and Mother’s Day serves as a poignant reminder of the important role mothers play in shaping the lives of its children. It is a day filled with warmth, joy and appreciation, as Colombians take the time to honor and cherish the women who have devoted themselves to the well-being of their families. Whether through thoughtful gestures, heartfelt words, or meaningful gifts, Mother’s Day in Colombia is a beautiful celebration of maternal love and the enduring influence of mothers in society.

Given the importance of Mother’s Day in several Latin American countries, keeping up with the date, and with other regional traditions, is a great way for companies to connect with their audience using local strategies such as content localization. The cultural richness of these countries facilitates this ease and diversity of trade, across multiple sectors.