Valentine's Day is another opportunity for retail to boost sales in the first half of the year. According to a survey conducted by Nuvemshop, an e-commerce platform, the online revenue of SMEs for Valentine's Day 2025 was R$ 374 million, a 38% increase compared to the same period in 2024.
"Less impactful commemorative dates like Valentine's Day are strategic opportunities for online retail, as they are chances to keep the consumer closer," comments Luiz Natal, platform development manager at Nuvemshop. "Shopkeepers have invested in creative products, themed promotions, and a close, targeted communication with their audiences, as personalization is the main trend for success in the customer experience," he/she/they adds.
5.1 million products were sold, representing a 24% growth; and there were 1 million more orders compared to 2024. Regarding the segments with the highest revenue, the highlight was Fashion (R$ 199 million), followed by health & beauty (R$ 52 million, a growth of over 52% compared to last year) and accessories (R$ 23 million). Among the best-selling items in the fashion segment are wide-leg pants and turtleneck blouses, following the trend of the coldest winter in recent days across much of the country. In health and beauty, creatine and whey protein, products from the fitness world, were the couples' favorite gift options.
Regarding payment methods, Pix maintained the leadership, accounting for nearly half of all transactions (49%), followed by credit cards, which represented 46%.
For Guilherme Akio, founder of Katsukazan, a clothing store that is part of Nuvemshop Next – a business unit specialized in growing e-commerce – Valentine's Day is one of the main dates on the calendar, along with Mother's Day, Christmas, and Black Friday. This year, we launched our first exclusive collection for the occasion, in a collaboration with Desgosto, a clothing and accessories store with which we have a connection and that is also based in Curitiba. We created a campaign that connects the two brands in a way that speaks directly to passionate couples. In addition to the campaign, we also boosted some posts on the social media accounts of both brands. We achieved a 25% increase in Valentine's Day revenue this year compared to last year's campaign, he points out.
For the analysis, sales made during the three weeks prior to Valentine's Day in 2024 and 2025 were considered, from the Brazilian merchant base of Nuvemshop.
