In times of tight budgets, does romance still find a way? According to a new survey by Hibou, a specialized institute in consumer monitoring and insights, in partnership with Score Group. 51% of Brazilians will spend less on Valentine’s Day this year, an increase of eight percentage points compared to 2024. Even so, the celebratory mood doesn’t disappear. 61% of respondents say they will celebrate the occasion, adapting plans to their budget, prioritizing affection, and avoiding excesses.
Restaurants are off the menu: now it’s wine on the couch
With reduced budgets, celebrations take on a more homely tone. 29% plan to celebrate at home. 17% say they will prepare something special at home. Only 21% plan to go out for dinner. Meanwhile, 32% still haven’t decided how they will celebrate.
There’s also a small portion of people who want neither a restaurant nor staying at home: traveling appears as an intention for 7%, with a significant increase of 5 percentage points compared to last year.
The romantic menu decision
Food and drinks are traditionally the centerpieces of the celebration. Among the spontaneous highlights, these cannot be missing: wine leads with 44% preference, followed by Japanese food (11%), beer (8%), sparkling wine (6%), chocolate (6%), barbecue (5%), pasta (5%), cheese (4%), fondue (3%), pizza (3%), and shrimp (1%).
Gifts? Yes, but with creativity and criteria
Most Brazilians say intention and affection matter more than price: 51% say the ideal gift needs to show affection, an increase of 6 p.p compared to last year. 28% choose something they know the other desires with a comparative increase of 7 p.p over 2024. Meanwhile, 17% prioritize gifts that fit their budget. Only 1% consider that the gift needs to be expensive.
Among the purchasing criteria, quality (55%), price (36%)—an increase of five percentage points over last year—and convenience (30%) lead the ranking. Also weighing in on purchase decisions are reviews and recommendations (20%)growth of 5 p.p compared to last year, hints from partners about what they want (18%), delivery time (14%), promotions (11%), and brand (3%).
Gift ranking: Perfume, chocolate, and clothes dominate
When it comes to what to buy, perfume leads (50%) with an increase of 8 p.p compared to the previous year, followed by clothes (48%) a decrease of 3 percentage points in intentions compared to 2024, chocolate (41%) grew exponentially by 12 p.p compared to last year, travel (37%), jewelry (33%), shoes (30%), flowers (23%), accessories (22%), gastronomy (21%), electronics (19%) and beauty products (18%).
Stories, coupons, and likes are worth more than stores
Social media influences 40% of choicesredes sociais influenciam 40% das escolhas, with a growth of 4% compared to last year, while 21% are swayed by digital ads, 20% by friends’ recommendations, 16% by TV commercials, 14% by Reclame Aqui, 9% by WhatsApp messages, and 8% by promotional emails.
“Valentine’s Day remains a significant occasion for most, but adapted to financial circumstances and relationship stages. For those who’ve been together longer, the gift becomes more symbolic than material, and shared moments gain value. Romance still exists, but it comes wrapped in practicality, economy, and more realistic affection,” analyzes Ligia Mello, CSO of Hibou.
When and how much is spent on love
33% buy the gift when they find the ideal one, 19% only buy when their budget allows, 12% a week before, 6% on the eve, 9% when they discover what their partner wants, 1% only after the date, taking advantage of discounts. Purchases will mainly be made in physical stores (30%), via online with delivery (23%) or through experiences, like dinner or travel (16%).
The amount invested in gifts is well planned. Up to R$250 for nearly half of Brazilians (48%). Of these, 16% plan to spend up to R$100, 15% between R$101 and R$150, and 17% between R$151 and R$250. Above that, 16% plan to spend between R$251 and R$500, and 6% intend to invest over R$500.
Debit or credit? For payment methods, 31% plan to pay in credit card installments, 23% with debit, 21% upfront with credit, and 10% via Pix. 29% still haven’t thought about how they’ll pay for the gift.
“Valentine’s Day remains a relevant opportunity for brands that understand the symbolic value behind gifts. Consumers seek something that represents affection without necessarily compromising their budget—and this is where brands can create real connection,” analyzes Albano Neto, CSO and partner at Score Group.
Outdated occasion?Among those who don’t celebrate Valentine’s Day (39%), reasons vary: 36% are not in a relationship, 32% have no interest in the occasion, 18% say their partner doesn’t like to celebrate, and 14% mention that long-term relationships have lost their charm.
Silence, playlist, or classic tunes?For Valentine’s Day’s soundtrack, sertanejo leads with 24%, closely followed by MPB (23%), international pop (20%), rock (17%), pagode (16%), samba (11%), and funk (5%). A group of 12% says they’ll listen to anything, while 8% prefer silence.
Survey Methodology:
The survey, conducted between May 26 and 28, 2025, heard from over 1,200 Brazilians, with a margin of error of 2.7%.
