A survey conducted by theLOI, specialized in influence marketing consulting, shows that theValentine'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 moveR$22.14 billionin retail and service sales, according to CNDL data.
The study, which gathered sources such as the "Valentine's Day 2025" research by Globo & PiniOn and data from CNDL/SPC Brasil, highlights the protagonism of digital influencers in the consumer journey. According to the survey,78% of Brazilians consider content creators' recommendations trustworthy, and73% have already purchased products based on influencer recommendations, indices that exceed global averages.
"Influencers are no longer just part of the strategy: they are the main channel of inspiration and decision for the consumer," says Felipe Colaneri, co-founder of LOI. Influence marketing has ceased to be something separate and has become central, especially on dates like Valentine's Day.
Furthermore, the survey reveals that:
- Beauty products, clothing, and chocolates/sweetsThey lead both among the most purchased items and among the most desired;
- THEdesired average ticketIt is up to R$ 300, although almost half (46%) associate expensive gifts with demonstrating importance in the relationship;
- 62% of consumers prefer physical storesmainly due to the ease of exchange;
- Despite that, thee-commerce remains relevant, with 73% of online buyers choosing apps and 22% considering Instagram as a purchasing platform;
- The purchasing behavior begins to intensifybetween 15 days and one week before the date, with a focus on last-minute purchases, a direct reflection of the search pattern on Google.
Another noteworthy point is the growth in sales observed in 2024, with an increase of4.9% in totalduring the commemorative date period, being thee-commerce the main highlight, with a 15.5% increase in revenue, according to the Cielo Expanded Retail Index. Among the fastest-growing segments are optics and jewelry (+19.1%) and cosmetics (+9.6%), reinforcing the strength of these markets on the date.
The study also highlights the influence of the recipient in the purchasing process: theMost consumers base their decisions on tips from the person they are going to gift.at the moment of deciding what to buy. Furthermore,66% of respondents start their gift search 15 to 30 days in advancebut Google indicates that most purchases actually occur in the last week, the eve, or even on Valentine's Day itself, showing the strength of the impulse in the purchasing decision.
The study also points out a curiosity about Generation Z's behavior: young people aredating lessa reflection of the intensive use of social networks and a growing preference for daytime events and outdoor experiences, rather than traditional nightlife.
