Valentine’s Day represents a unique opportunity for brands to connect emotionally with their consumers, in a context where personalization and convenience become essential to surprise. According to Hygor Roque, Director of Brand and Partnerships at UAPPI, a high-performance and customized technology company for e-commerce, the date requires a more strategic and sensitive approach from retailers.
“The consumer is more immediate but also more demanding. They want speed but don’t want to compromise on experience. They want personalization but don’t want to waste time filling out forms. They want convenience but also emotion. Valentine’s Day is an occasion where brand differentiation makes more of an impact than discounts. Those who understand this profit more and build greater value,” says Hygor.
In practice, according to him, consumer behavior translates into a significant increase in demand for personalized kits, last-minute decision solutions and experiences that go beyond the physical product. ‘Those who sell online need to understand that it’s not just about the product—it’s about the context,’ he emphasizes.
The impact of this behavioral shift is visible in the results of UAPPI’s clients. With technological support and data intelligence, many brands report double-digit growth on Valentine’s Day, both in transaction volume and average order value. This is the result of actions like smart upsells with complementary products or services being purchased, the creation of emotional kits, and a personalized shopping journey.
AI-driven personalization is now a game-changer. Platforms that use AI to recommend products based on real user behavior, personalize storefronts, emails, and offers in real-time are already reaping the rewards. According to Hygor, the key lesson Valentine’s Day offers retailers is that the modern consumer wants more than just shopping. ‘Those who want to succeed digitally need to stop chasing the algorithm and start building a brand. Today’s consumer doesn’t just want to buy—they want to identify with, connect with, and feel something,’ he says.
The expert warns that you shouldn’t just follow trends; you need to understand them within your audience’s context. ‘Trends without context become noise. Another important tip for consumers is to check the business registration (CNPJ), official channels, return policies, and avoid deals that seem too good to be true. Use Valentine’s Day to discover new brands, but choose wisely who you engage with. In love and e-commerce, trust is everything,’ he concludes.
Trends that will shape Valentine’s Day 2025.
UAPPI highlights three movements set to define the occasion this year:
- Live commerce – in gifting and fashion segments, it’s already gaining traction.
- AI-driven personalization – from storefronts to emails, all guided by real-time behavior.
- Fast delivery and strategic shipping – now a purchasing criterion, not just a bonus.
