In 2025, the expectation is that Brazilian e-commerce will move more than R$ 7 billion on Valentine’s Day, according to ABComm. Meanwhile, malls estimate a revenue of R$ 4.4 billion, according to Abrasce, evidence that, despite competitiveness, the market is thriving. More than a commercial date, Valentine’s Day has become a strategic opportunity for brands to create emotional connections with their audiences. In a scenario where consumers are increasingly demanding, connected, and attentive to company values, offering products is not enough, it is necessary to provide meaningful experiences.
According to marketing and business strategy expert Frederico Burlamaqui, to stand out in this saturated universe of offers and quick consumption triggers, brands need to deepen their listening and creativity. ‘Generic campaigns lose relevance compared to those that create identification with the consumer, and Valentine’s Day is a time loaded with affection and symbolism. Brands that can capture this emotion and translate it into an authentic narrative have a much better chance of making a real impact,’ he says.
Frederico emphasizes that consumers are increasingly looking for brands with clear positions and causes that resonate with their beliefs. ‘The consumer is attentive. They want to know who is behind that beautiful campaign, what values that brand defends. Purpose, today, is no longer a differential, it is a prerequisite for connection. In this scenario, combining emotion, purpose, and data intelligence is the path to turning specific campaigns into lasting relationships,’ the expert reinforces.
How purpose and data usage help delight consumers
Having a clear and coherent purpose is today one of the keys to gaining the trust and admiration of consumers, as the public increasingly values brands that demonstrate commitment to social, environmental, or cultural causes, and that reflect these values in their campaigns. “On Valentine’s Day, this may mean supporting narratives that celebrate the diversity of affections, encouraging conscious consumption, or directing part of the sales to social initiatives. The consumer wants to see themselves represented and know that their purchasing choice is aligned with something greater. Purpose is true connection, that is what differentiates a brand with a soul from one that just wants to sell”, says Burlamaqui.
Frederico explains that combining this positioning with the strategic use of data is the next step to create personalized and memorable experiences, as through the analysis of purchasing behavior, preferences, and previous interactions, it is possible to offer accurate recommendations, tailor-made content, and communications that really make sense for each consumer profile. “When a brand understands who I am, what I like, and what I value, it stops being just an option in the market to become a brand in my life. Well-used data are tools of affection, not just performance. On Valentine’s Day, this care can translate into personalized messages, thematic packaging, or even unique offers, specially designed for that customer”, highlights.
5 strategies to strengthen the emotional bond with the public on Valentine’s Day
1 – Bet on authentic storytelling
Telling real stories or stories inspired by common experiences of couples creates immediate identification. ‘The power of storytelling is in turning a product or service into a bridge to an emotional memory. The consumer doesn’t just buy a gift, they buy a feeling. The more genuine the story, the greater the engagement and chance of going viral,’ explains Burlamaqui.
2 – Campaigns with purpose engage more
Integrating social or environmental causes into Valentine’s Day campaigns can broaden reach and deepen the connection with consumers. ‘Actions that promote diversity, inclusion, and support for communities generate emotional and reputational value for brands. Showing that you care about something beyond just making a sale makes all the difference,’ emphasizes the specialist.
3 – Use data to create personalized experiences
With the smart use of data, it’s possible to offer gift suggestions, messages, and experiences aligned with each consumer’s profile. ‘Personalization has gone from being a trend to an obligation. Ignoring the digital behavior of the customer is wasting a golden opportunity to connect directly,’ warns Burlamaqui.
4 – Create a seamless omnichannel journey
Integrating digital with physical is essential. From discovering the perfect gift on social media to the experience of in-store pickup or efficient delivery, each touchpoint should reinforce the campaign’s message. ‘The customer experience must be consistent and pleasant across all channels. This builds loyalty and enchantment,’ says the specialist.
5 – Invest in strategic planning and real-time monitoring Analyzing data from previous campaigns and monitoring performance in real time allows for quick and more effective adjustments. “Reaction time is a competitive advantage. Monitoring in real time allows you to take advantage of what is working and correct what is not before it’s too late,” concludes Burlamaqui.
