A survey conducted by LOI, a consultancy specialized in influencer marketing, shows that Valentine’s Day remains among the four most important dates for Brazilian commerce, ranking behind only Christmas, Mother’s Day, and Father’s Day. This year, the expectation is that the date will generate R$22.14 billion in retail and services sales, according to CNDL data.
The study, which gathered sources like the ‘Valentine’s Day 2025’ research from Globo & PiniOn and data from CNDL/SPC Brasil, highlights the role of digital influencers in the consumer journey. According to the survey, 78% of Brazilians consider the recommendations of content creators reliable, and 73% have purchased products based on influencer recommendations, figures that exceed global averages.
“Influencers are no longer just part of the strategy: they are the main channel of inspiration and decision for the consumer,” says Felipe Colaneri, co-founder of LOI. “Influencer marketing has ceased to be something separate and has become central, especially on occasions like Valentine’s Day.”
Furthermore, the survey reveals that:
- Beauty products, clothing, and chocolates/sweets lead both among the most purchased items and the most desired ones;
- The intended average spending is up to R$300, although nearly half (46%) associate expensive gifts with demonstrating importance in the relationship;
- 62% of consumers prefer physical stores, mainly for ease of returns;
- Nevertheless, the e-commerce remains relevant, with 73% of online shoppers opting for apps and 22% considering even Instagram as a purchasing platform;
- The buying behavior starts to intensify between 15 days and one week before the date, with a focus on last-minute purchases, a direct reflection of Google search patterns.
Another significant data point is the observed growth in sales in 2024, with a total increase of 4.9% during the holiday period, with the e-commerce standing out, experiencing a revenue increase of 15.5%, according to the Cielo Extended Retail Index. Among the sectors that grew the most are optics and jewelers (+19.1%) and cosmetics (+9.6%), reinforcing the strength of these markets on the date.
The study also highlights the influence of the recipient in the purchasing process: most consumers rely on tips from the actual recipient when deciding what to buy. In addition, 66% of respondents start searching for gifts with a 15 to 30-day lead time, but Google shows that most purchases actually happen in the last week, on the eve, or even on Valentine’s Day itself, demonstrating the strength of impulse in the buying decision.
The study also reveals an interesting behavior of Generation Z: young people are dating less, a reflection of the intensive use of social networks and a growing preference for daytime events and outdoor experiences, rather than traditional nightlife.
