The fourth largest sales date for commerce since its creation 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:
“Live streams are very present during Black Friday, and now, with the arrival of TikTok Shop in Brazil, the numbers will be huge. With exclusive discounts for the launch, such as the sale of electronics, for example, the tool promises to be a good sales channel during Valentine’s Day week.”
Among the main tips for brands and stores to make the most of the event, according to the Manager, are the intensive 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 the use of local influencers, which can bring the sales the merchant is looking for:
“The strategy for those who want to sell on the date cannot be limited to a single channel but should approach fronts according to the target audience. Regarding live streams, featuring different products per stream, one or more streams per day leading up to Valentine’s Day, and even the popular unboxing can grab attention and ensure not just audience engagement but also actual sales,” concludes Andrade.
TikTok Shop, TikTok’s e-commerce platform, was launched in Brazil in May 2025, with expectations to generate R$ 39 billion by 2028. The platform aims to make online shopping easier for Brazilians by offering an integrated shopping experience within the app. Brazil is TikTok’s third-largest market globally, with over 111 million users.
