The fourth largest sales date in commerce since it was created in 1948 in Brazil, Valentine’s Day promises to move more than just passionate hearts, but also social media for those seeking the perfect gift for their partner.
According to Thiago Andrade, Social Media Manager at KAKOI Communication, the opportunity will have a new element in 2025:
“Live streams are very present in Black Friday and now, with the arrival of TikTok Shop in Brazil, the numbers will be huge. With exclusive discounts for the launch featuring the sale of electronics, for example, the tool promises to be a good sales channel in the week of Valentine’s Day.”
Among the main tips for brands and stores to make the most of the event, according to the Manager, are the intensive use of social media like Instagram and Facebook for direct sales (where the merchant delivers the product) in addition to traditional discount coupons and the use of local influencers that can bring the sales the merchant is looking for:
“The strategy for those who want to sell on the date should not be restricted to a single channel, but rather address fronts according to the target audience. Regarding live streams, presenting different products per live, one or more lives per day until Valentine’s Day and even the popular unboxing grabs attention and can ensure not only the audience but also the sale,” Andrade concludes.
The TikTok Shop, TikTok’s e-commerce platform, was launched in Brazil in May 2025, with the expectation of generating R$ 39 billion by 2028. The platform aims to make online shopping easier for Brazilians by offering an integrated shopping experience within the app. Brazil is the third-largest market for TikTok globally, with over 111 million users.
