In 2025, it is expected that Brazilian e-commerce will generate more than R$7 billion on Valentine's Day, according to ABComm. Shopping malls estimate a revenue of R$ 4.4 billion, according to Abrasce, evidence that despite the competitiveness, the market is active. More than a commercial date, Valentine's Day has become a strategic opportunity for brands to create emotional bonds with their audiences. In a scenario where consumers are increasingly demanding, connected, and attentive to company values, offering products is not enough; it is necessary to provide meaningful experiences.
According to marketing and business strategy expert Frederico Burlamaqui, to stand out in this saturated universe of offers and quick consumption triggers, brands need to deepen their listening and their creativity. Generic campaigns lose relevance compared to those that create a connection with the consumer, and Valentine's Day is a moment filled with affection and symbolism. Brands that can capture this emotion and translate it into an authentic narrative have much greater chances of truly making an impact, he says.
Frederico emphasizes that consumers are increasingly seeking brands with clear positioning and causes that resonate with their beliefs. "The consumer is attentive. They want to know who is behind that beautiful campaign, what values that brand defends. Purpose, today, is no longer a differentiator; it is a prerequisite for connection. In this scenario, combining emotion, purpose, and data intelligence is the way to turn targeted campaigns into lasting relationships," reinforces the expert.
How purpose and data use help delight consumers
Having a clear and coherent purpose is now one of the keys to gaining the trust and admiration of consumers, as increasingly, the public values brands that demonstrate commitment to social, environmental, or cultural causes, and that reflect these values in their campaigns. "On Valentine's Day, this can mean supporting narratives that celebrate the diversity of affections, encouraging conscious consumption, or directing part of the sales to social initiatives. Consumers want to see themselves represented and know that their purchasing choices are aligned with something greater. Purpose is genuine connection; that's what differentiates a brand with soul from one that only wants to sell," says Burlamaqui.
Frederico explains that combining this positioning with the strategic use of data is the next step to create personalized and memorable experiences, as through the analysis of purchasing behavior, preferences, and previous interactions, it is possible to offer accurate recommendations, tailored content, and communications that truly make sense for each consumer profile. "When a brand understands who I am, what I like, and what I value, it ceases to be just an option in the market and becomes a part of my life. Well-used data are tools of affection, not just performance. On Valentine's Day, this care can translate into personalized messages, themed packaging, or even unique offers, specially designed for that customer," he highlights.
5 strategies to strengthen the emotional bond with the audience on Valentine's Day
1 – Bet on authentic storytelling
Telling real stories or stories inspired by common experiences of couples creates immediate identification. "The power of storytelling lies in transforming a product or service into a bridge to an emotional memory. The consumer doesn't just buy a gift, they buy a feeling. The more genuine the story, the greater the engagement and the chance of going viral," explains Burlamaqui.
2- Campaigns with purpose engage more
Integrating social or environmental causes into the Valentine's Day campaign can expand reach and deepen the connection with consumers. Actions that promote diversity, inclusion, and support for communities generate emotional and reputational value for brands. Showing that you care about something beyond sales makes all the difference, highlights the expert.
3 – Use data to create personalized experiences
With intelligent use of data, it is possible to offer gift suggestions, messages, and experiences aligned with each consumer's profile. "Personalization has ceased to be a trend and has become a requirement. Those who ignore the customer's digital behavior are wasting a golden opportunity to connect directly," warns Burlamaqui.
4 – Create a seamless omnichannel journey
Integrating the digital with the physical is essential. From the discovery of the ideal gift on social media to the in-store pickup or efficient delivery experience, each touchpoint must reinforce the campaign's message. "The customer experience needs to be consistent and enjoyable across all channels. This builds loyalty and delights," says the expert.
5 – Invest in strategic planning and real-time monitoring
Analyzing data from previous campaigns and monitoring real-time performance allows for quick and more effective adjustments. "Reaction time is a competitive advantage. Monitoring in real time allows you to take advantage of what is working and correct what is not before it's too late," concludes Burlamaqui.
