Valentine’s Day is another opportunity for retail to boost sales in the first half of the year. According to a survey by Nuvemshop, an e-commerce platform, the revenue of online SMBs during Valentine’s Day 2025 was R$374 million, 38% more than the same period in 2024.
“Lower-impact holidays like Valentine’s Day are strategic opportunities for online retail, as they are chances to keep consumers closer,” comments Luiz Natal, platform development manager at Nuvemshop. “Retailers bet on creative products, themed promotions, and highly targeted communication to their audiences, as personalization is the key trend for success in customer experience,” he adds.
5.1 million products were sold, representing a 24% growth, with 1 million more orders compared to 2024. Among the highest-revenue segments, Fashion stood out (R$199 million), followed by Health & Beauty (R$52 million, a growth of over 52% compared to last year) and accessories (R$23 million). Among the best-selling items in fashion were wide-leg pants and high-neck blouses, following the trend of the colder winter in recent days across much of the country. In health and beauty, creatine and whey protein, fitness products, were couples’ preferred gift choices.
Regarding payment methods, Pix maintained its lead, accounting for nearly half of all orders (49%), followed by credit cards at 46%.
For Guilherme Akio, founder of Katsukazan, a clothing store part of Nuvemshop Next—a business unit specializing in growing e-commerce—Valentine’s Day is one of the key dates in the calendar, alongside Mother’s Day, Christmas, and Black Friday. “This year, we launched our first exclusive collection for the occasion through a collaboration with Desgosto, a clothing and accessories store we have a connection with, also based in Curitiba. We created a campaign that connects both brands in a way that speaks directly to couples in love. Besides the campaign, we also boosted some posts on both brands’ social media. We achieved a 25% growth in Valentine’s Day revenue this year compared to last year’s campaign,” he notes.
For the analysis, sales from the three weeks leading up to Valentine’s Day in 2024 and 2025 were considered, from Nuvemshop’s base of Brazilian retailers.
