The fourth highest sales date in commerce since it was created in 1948 in Brazil, Valentine's Day promises to generate more than just passionate hearts, but also social media activity for those seeking the perfect gift for their partner.
According to Thiago Andrade, Social Media Manager ofKAKOICommunication, the opportunity will have a new element in 2025:
Lives are quite prominent on 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 electronic products, the platform promises to be a good sales channel during the week of Valentine's Day.
Among the main tips for brands and stores to better take advantage of the event, according to the Manager, are the intensive use of social media such as Instagram and Facebook for direct sales (the type where the merchant delivers the product), as well as traditional discount coupons and the use of local influencers, which can bring the sales that the merchant is seeking:
"The strategy for those who want to sell on the date cannot be limited to a single channel and should instead target different fronts according to the audience. Regarding live sessions, creating different products for each live, having one or more live sessions per day until Valentine's Day, and even the popular unboxing, attract attention and can ensure not only the audience but also the sale itself," 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 the third largest TikTok market globally, with over 111 million users.
