Valentine's Day represents a unique opportunity for brands to connect emotionally with their consumers, in a context where personalization and convenience become essential to surprise. According to Hygor Roque, Brand and Partnerships Director of UAPPI, a high-performance and customized technology company for e-commerce, the date requires a strategic and more sensitive approach from retailers.
"The consumer is more immediate but also more demanding. They want speed but without sacrificing the experience. They want personalization but don't want to spend time filling out forms. They want convenience but also desire emotion. Valentine's Day is a date where the brand's differentiation makes more of a difference than the discount. Those who understand this profit more and build more value," says Hygor.
In practice, according to him, consumer behavior translates into a significant increase in demand for customized kits and last-minute decision solutions. and experiences that go beyond the physical product. "Those who sell online need to understand that it's not just about the product, it's about the context," he emphasizes.
The reflection of this change in behavior is visible in the results of UAPPI's clients. With technological support and data intelligence, many brands are experiencing double-digit growth on Valentine's Day, both in transaction volume and average ticket size. This is the result of actions such as smart upselling with complements to the product or service you are purchasing, creating emotional kits, and a personalized buying journey.
AI-driven personalization is now a game-changer. Platforms that use AI to recommend products based on real user behavior, personalize showcases, emails, and offers in real time, are already reaping the benefits. According to Hygor, the main lesson that Valentine's Day offers to retailers is that the modern consumer wants more than just to buy. "Anyone who wants to succeed in digital needs to stop chasing the algorithm and start building a brand. Today's consumer doesn't just want to buy. They want to identify, connect, feel," he says.
An expert's warning is that you should not just follow trends; you need to understand them within the context of your audience. "Trend without context becomes noise. Another important tip for consumers is to check the CNPJ, official channels, exchange policies, and avoid deals that seem too good to be true. Use Valentine's Day to discover new brands, but choose carefully who you engage with. In love and e-commerce, trust is everything," he concludes.
Trends that will define Valentine's Day 2025.
UAPPI highlights three movements that promise to mark the date this year:
- Live commerce – in gift and fashion segments, it is already showing strength.
- AI-driven personalization – from storefronts to emails, all guided by real behavior.
- Fast delivery and strategic shipping – have become purchase criteria, not bonuses.
