Valentine's Day is yet another opportunity for retailers to boost sales in the first half of the year. According to a survey conducted by Nuvemshop, an e-commerce platform, the revenue of online SMEs from Valentine's Day 2025 was R$ 374 million, 38% more than the same period in 2024.
“Lower-impact holidays like Valentine’s Day are strategic opportunities for online retail, as they offer a chance to keep consumers closer,” comments Luiz Natal, platform development manager at Nuvemshop. “Retailers have focused on creative products, themed promotions, and close, targeted communication with their audiences, given that personalization is the major trend for success in customer experience,” he adds.
5.1 million products were sold, representing a 24% increase; and there were 1 million more orders compared to 2024. Regarding the segments with the highest revenue, Fashion stood out (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 trousers and turtleneck sweaters, following the trend of the harsher winter experienced in much of the country in recent days. In health and beauty, creatine and whey protein, products from the fitness world, were the preferred gift options for couples.
Regarding payment methods, Pix maintained its leadership, accounting for almost half of all orders placed (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 specializing in growing e-commerce – Valentine's Day is one of the most important dates on the calendar, along with Mother's Day, Christmas, and Black Friday. “This year we launched our first exclusive collection for the date, in a collaboration with Desgosto, a clothing and accessories store with which we have a connection and which is also from Curitiba. We created a campaign that connects the two brands in a way that speaks directly to couples in love. In addition to the campaign, we also boosted some posts on the social media of both brands. We achieved a 25% growth 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 leading up to Valentine's Day in 2024 and 2025 from Nuvemshop's Brazilian merchant base were considered.
