In May, store windows in Paraguay are renewed: refrigerators, washing machines, stoves, and small appliances like blenders and air fryers lead sales for Mother's Day, one of the most important dates for national retail. The category combines functionality, durability, and a perception of investment for the home, according to José Vysokolán, Marketing Manager at Inverfin, a company that works directly with the end consumer.
“Historically, appliances top sales on this date, and this year will be no exception,” says Vysokolán. Many purchases are planned, with consumers waiting for the date to take advantage of promotions and financing options not available under normal conditions.
Cell phones, televisions, sound equipment, and connectivity gadgets are gaining space in preferences. The trend gets an extra boost with the proximity of the 2026 World Cup, which will take place from June 11 to July 19 in the United States, Mexico, and Canada. The coincidence between the tournament and the seasonal commercial campaign especially drives demand for large-format TVs and home entertainment systems.
Consumer behavior has changed: brand loyalty gives way to the search for the best price. “There are still customers loyal to certain stores, but we increasingly see a migration to the best promotions and prices,” observes Vysokolán. Financing plans, interest-free installments, and date-specific discounts have become almost mandatory conditions to close a sale, in a context of pressured purchasing power.
E-commerce is growing, but it does not replace the physical store: it complements it. “E-commerce is often used as a comparison tool. Then, with a clearer idea, the customer goes to the physical store to finalize the purchase or see the product,” explains the executive. This hybrid behavior requires companies to operate efficiently in both channels.
The typical buyer profile for Mother's Day is adult sons and daughters looking for a gift with real impact for their mothers. When the recipient is older, preference leans toward useful and durable products—appliances first, practical technology later. The decision combines emotional and pragmatic variables: the ideal gift is neither the most expensive nor the most original, but one that the mother will actually use.
Vysokolán does not ignore the economic variable. “Purchasing power is sensitive. When there is greater abundance in the market, this is directly reflected in increased purchases, and vice versa.” In a market where the consumer has more information and less margin for error, adapting prices, financing, and commercial proposals in real time is a minimum condition to survive the season.