The fourth largest sales date for commerce since it was created in 1948 in Brazil, Valentine’s Day promises to move more than just passionate hearts but also social media for those seeking the perfect gift for their partner.
According to Thiago Andrade, Social Media Manager at KAKOI Communication, the opportunity will have a new element in 2025:
“Lives are already very present during Black Friday, and now, with the arrival of TikTok Shop in Brazil, the numbers will be enormous. With exclusive launch discounts on electronics, for example, the platform promises to be a great sales channel during Valentine’s week.”
Among the top tips for brands and stores to make the most of the event, according to the Manager, are the intense use of social media like Instagram and Facebook for direct sales (where the merchant delivers the product themselves), in addition to traditional discount coupons and leveraging local influencers, which can drive the sales merchants are looking for:
“The strategy for those looking to sell during this date cannot be limited to a single channel but must approach different fronts according to the target audience. Regarding lives, featuring different products per live stream, one or more daily lives leading up to Valentine’s Day, and even the popular unboxing trend can capture attention—ensuring not just audience engagement but also actual sales,” concludes Andrade.
TikTok Shop, TikTok’s e-commerce platform, launched in Brazil in May 2025, with expectations to generate R$ 39 billion by 2028. The platform aims to simplify online shopping for Brazilians by offering an integrated shopping experience within the app. Brazil is TikTok’s third-largest global market, with over 111 million users.
