Valentine’s Day represents a unique opportunity for brands to emotionally connect with their consumers, in a context where personalization and convenience become essential to surprise. According to Hygor Roque, Brand and Partnerships Director at UAPPI, a high-performance and customized technology company for e-commerce, the date requires a strategic and more sensitive approach from retailers.
“The consumer is more immediate, but also more demanding. They want speed, but without sacrificing experience. They want personalization, but don’t want to waste time filling out forms. They want convenience, but also emotion. Valentine’s Day is a date where brand differentiation makes more of a difference than discounts. Those who understand this, profit more and build more 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 it’s not just about the product, it’s about the context,” he emphasizes.
The reflection of this behavioral change is visible in the results of UAPPI’s clients. With technological support and data intelligence, many brands record double-digit growth on Valentine’s Day, both in transaction volume and average ticket size. This is the result of actions like intelligent upsell with product or service complements, 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 displays, emails, and offers in real-time are already reaping the benefits. According to Hygor, the main lesson Valentine’s Day offers retailers is that the modern consumer wants more than just to buy. “Those who want to win in digital need to stop chasing the algorithm and start building brands. Today’s consumer doesn’t just want to buy. They want to identify, connect, feel,” he says.
A warning from the expert is that one should not just follow trends; it’s necessary to understand them within the context of your audience. “Trend without context becomes noise. Another important tip for consumers is to check the CNPJ, official channels, exchange policies, and avoid offers that seem too good to be true. Use Valentine’s Day to discover new brands, but choose carefully who you engage with. In love and e-commerce, trust is everything,” he concludes.
Trends that will mark Valentine’s Day 2025.
UAPPI highlights three movements that promise to mark the date this year:
- Live commerce – in gift and fashion segments, it’s already showing strength.
- AI personalization – from displays to emails, all guided by real behavior.
- Fast delivery and strategic shipping – has become a purchase criterion, not a bonus.
