A survey conducted by LOI, a consultancy specialized in influencer marketing, shows that Valentine’s Day remains among the four most important dates for Brazilian commerce, ranking only behind Christmas, Mother’s Day, and Father’s Day. This year, the expectation is that the date will generate R$22.14 billion in retail and service sales, according to CNDL data.
The study, which compiled sources such as the ‘Valentine’s Day 2025’ research by Globo & PiniOn and data from CNDL/SPC Brasil, highlights the prominence of digital influencers in the consumer journey. According to the survey, 78% of Brazilians consider content creators’ recommendations trustworthy, and 73% have purchased products based on influencer recommendations, rates that exceed global averages.
“Influencers are no longer just part of the strategy: they are the main channel for inspiration and decision-making for consumers,” says Felipe Colaneri, co-founder of LOI. “Influencer marketing has ceased to be a side note and has become central, especially during dates like Valentine’s Day.”
Additionally, the survey reveals that:
- Beauty products, clothing, and chocolates/sweets lead both among the most purchased and most desired items;
- O intended average ticket is up to R$ 300, although nearly half (46%) associate expensive gifts with demonstrating importance in the relationship;
- 62% of consumers prefer physical stores, mainly due to the ease of returns;
- Despite this, e-commerce remains relevant, with 73% of online shoppers opting for apps and 22% even considering Instagram as a shopping platform;
- Shopping behavior begins to intensify between 15 days and a week before the date, with a focus on last-minute purchases, a direct reflection of Google search patterns.
Another notable finding is the sales growth observed in 2024, with an increase of 4.9% overall during the holiday period, with e-commerce standing out, with a 15.5% revenue increase, according to the Cielo Expanded Retail Index. Among the fastest-growing segments are eyewear and jewelry (+19.1%) and cosmetics (+9.6%), reinforcing the strength of these markets during the date.
The study also highlights the influence of the gift recipient in the purchasing process: most consumers rely on tips from the person to be gifted when deciding what to buy. Additionally, 66% of respondents start searching for a gift 15 to 30 days in advance, but Google indicates that most purchases actually occur in the last week, on the eve, or even on Valentine’s Day itself, showing the power of impulse in purchasing decisions.
The study also points out an interesting curiosity about Generation Z’s behavior: young people are dating less, a reflection of intensive social media use and a growing preference for daytime events and outdoor experiences over traditional nightlife.
