In 2025, the expectation is that the Brazilian e-commerce market will move over R$ 7 billion on Valentine’s Day, according to ABComm. Meanwhile, shopping malls estimate revenues of R$ 4.4 billion, according to Abrasce—evidence that despite the competition, the market is thriving. More than just a commercial date, Valentine’s Day has solidified itself as a strategic opportunity for brands to create emotional connections with their audiences. In a scenario where consumers are becoming increasingly demanding, connected, and attentive to company values, simply offering products isn’t enough—meaningful experiences must be offered.
According to marketing and business strategy expert Frederico Burlamaqui, to stand out in this saturated world of offers and fast consumption triggers, brands must deepen their listening and creativity. ‘Generic campaigns lose relevance compared to those that create identification with the consumer, and Valentine’s Day is a moment filled with emotion and symbolism. Brands that manage to capture this emotion and translate it into an authentic narrative have a much greater chance of making a real impact,’ he states.
Frederico emphasizes that consumers are increasingly seeking brands with clear positioning and causes that align with their beliefs. ‘The consumer is attentive. They want to know who is behind that beautiful campaign, what values that brand stands for. Purpose is no longer a differentiator today—it’s a prerequisite for connection. In this scenario, combining emotion, purpose, and data intelligence is the path to turning one-off campaigns into lasting relationships,’ the expert reinforces.
How purpose and data usage help delight consumers
Having a clear and coherent purpose is now one of the keys to winning consumer trust and admiration, as audiences increasingly value brands that demonstrate commitment to social, environmental, or cultural causes and reflect these values in their campaigns. ‘On Valentine’s Day, this could mean supporting narratives that celebrate the diversity of affection, encouraging conscious consumption, or directing part of sales toward social initiatives. Consumers want to see themselves represented and know their purchase aligns with something bigger. Purpose is true connection—that’s what differentiates a brand with 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 creating personalized and memorable experiences, as analyzing purchase behavior, preferences, and past interactions makes it possible to offer accurate recommendations, tailored content, and communications that truly resonate with 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 and becomes a brand in my life. Well-used data is a tool for affection, not just performance. On Valentine’s Day, this care can translate into personalized messages, thematic packaging, or even unique offers specifically designed for that customer,’ he highlights.
5 strategies to strengthen emotional connections with audiences on Valentine’s Day
1 – Bet on authentic storytelling
Telling real stories or those inspired by couples’ common experiences creates immediate identification. ‘The power of storytelling lies in turning a product or service into a bridge for an emotional memory. Consumers don’t just buy a gift—they buy a feeling. The more genuine the story, the greater the engagement and potential for virality,’ explains Burlamaqui.
2 – Purpose-driven campaigns engage more
Integrating social or environmental causes into Valentine’s Day campaigns can broaden reach and deepen connections with consumers. ‘Actions that promote diversity, inclusion, and community support generate both emotional and reputational value for brands. Showing that you care about more than just sales makes all the difference,’ the expert notes.
3 – Use data to create personalized experiences
With intelligent use of data, brands can offer gift suggestions, messages, and experiences tailored to each consumer’s profile. ‘Personalization has gone from being a trend to an obligation. Those who ignore customers’ digital behavior are wasting a golden opportunity to connect directly,’ Burlamaqui warns.
4 – Create a seamless omnichannel journey
Integrating digital with physical is essential. From discovering the ideal gift on social media to the in-store pickup experience or efficient delivery, every touchpoint should reinforce the campaign’s message. ‘The customer experience needs to be consistent and pleasant across all channels. This builds loyalty and delight,’ says the expert.
5 – Invest in strategic planning and real-time monitoring
Analyzing data from past campaigns and monitoring performance in real-time allows for quick and more effective adjustments. ‘Reaction time is a competitive advantage. Real-time monitoring lets you capitalize on what’s working and correct what isn’t before it’s too late,’ concludes Burlamaqui.
