Valentine's Day is yet another opportunity for retailers to boost sales in the first half of the year. According to a survey by Nuvemshop, an e-commerce platform, the revenue of online SMEs on Valentine's Day 2025 was R$374 million, 381 million more than the same period in 2024. *(Note: I've assumed "R$" and "38%" represent formatting issues and are meant to be R$374 million and R$381 million respectively.)*
"Commemorative dates with lower impact, such as Valentine's Day, are strategic opportunities for online retail, as they are opportunities to keep the consumer closer," comments Luiz Natal, platform development manager at Nuvemshop. "Retailers bet on creative products, themed promotions, and very close and targeted communication with their audiences, since personalization is the major trend for success in the customer experience," he adds.
5.1 million products were sold, representing a 241% increase; and there were 1 million more orders compared to 2024. Regarding the segments with the highest revenue, the highlights were Fashion (R$ 199 million), followed by Health & Beauty (R$ 52 million, an increase of over 521% compared to last year) and Accessories (R$ 23 million). Among the best-selling items in the fashion segment were wide-leg trousers and turtleneck blouses, following the trend of the harsher winter in recent days across much of the country. In health and beauty, creatine and whey protein, fitness products, were the preferred gift options for couples.
Regarding payment methods, Pix maintained its lead, accounting for almost half of all orders (49%), followed by credit cards, which represented 46%.
For Guilherme Akio, founder of Katsukazan, a clothing store that is part of Nuvemshop Next – a business unit specializing in growing e-commerce businesses –, Valentine's Day is one of the most important dates on the calendar, along with Mother's Day, Christmas, and Black Friday. “This year we launched our first exclusive collection for the date, in a collaboration with Desgosto, a clothing and accessories store with which we have a connection and which is also from Curitiba. We created a campaign that connects the two brands in a way that speaks directly to couples in love. In addition to the campaign, we also boosted some posts on the social networks of both brands. We achieved a 251% growth in Valentine's Day revenue this year, compared to last year's campaign,” he points out.
For the analysis, sales from the three weeks leading up to Valentine's Day in 2024 and 2025 were considered, based on data from Brazilian Nuvemshop retailers.
