Valentine's Day: far beyond the present, a strategic connection to e-commerce

Valentine's Day represents a unique opportunity for brands to connect emotionally with their consumers, in a context where personalization and convenience become key to surprise. According to Hygor Roque, Brand and Partnerships Director at UAPPI, a high-performance and personalized technology company for e-commerce, the date requires a strategic and more sensitive look by retailers. 

“The consumer is more immediate, but also more demanding. He wants agility, but without giving up the experience. Want customization, but does not want to waste time filling out form.Whether convenience, but also want emotion. Valentine's Day is a date where the brand differential makes more difference than the discount. Who understands this, profits more and builds more value”, says Hygor.

In practice, he said, consumer behavior translates into a significant increase in demand for custom kits, solutions in last-minute decisions and experiences that go beyond the physical product.“Who sells online needs to understand that it is not only about the product, it is about the” context, he reinforces.

The reflection of this change in behavior is visible in the results of UAPPI customers. With technological support and data intelligence, many brands register double-digit growth on Valentine's Day, both in transaction volume and in the average ticket.This is a result of actions such as smart upsell with complement to the product or service you are buying, creation of affective kits and a personalized shopping journey. 

Platforms that use AI to recommend products based on real user behavior, customize storefronts, emails and offers in real time, are already reaping the rewards. As Hygor, the main lesson that Valentine's Day offers to retailers is that the modern consumer wants more than to buy.“Whoever wants to win in digital needs to stop running behind the algorithm and start building brand.Today's consumer doesn't just want to buy.He wants to identify, connect, feel”.

An expert warning is that you should not just follow trends; you need to understand them within the context of your audience. “Contextless trend becomes noise. Another important tip for the consumer is to check the CNPJ, official channels, exchange policies and avoid offers that seem too good. Use Valentine's Day to discover new brands, but choose well with whom you relate.In love and e-commerce, trust is all”, concludes.

Trends that will mark Valentine's Day 2025.

UAPPI highlights three movements that promise to mark the date this year:

1. Live commerce 'in gift and fashion segments, is already showing strength.
2. Personalization via AI - from shop windows to emails, all guided by real behavior.
3. Fast delivery and strategic shipping turned buying criteria, not bonuses.