In times of tight money, does romance still find a way? According to the new research by Hibou, an institute specialized in monitoring and consumer insights, in partnership with Score Group.51% of Brazilians will spend less on Valentine's Daythis year, onean eight percentage point increase compared to 2024Even so, the celebratory atmosphere does not disappear.61% of respondents say they will celebrate the dateadapting plans to the budget, prioritizing affection and avoiding excesses.
Restaurant out of the itinerary: now it's wine on the sofa
With the reduced budget, the celebration takes on a more homey feel.29% plan to celebrate at home17% say they will produce something special at home. Only 21% plan to go out for dinner.Already 32% have not yet decided how they will celebrate..
There is also a small portion of people who neither want a restaurant nor to stay at home.Travel appears as an intention for 7%, a significant increase of 5 percentage points compared to last year.
The decision of the romantic menu
Food and drink are traditionally the central pieces of the celebration. Among the spontaneous highlights, none can be missed,Wine leads with 44% of preferences, followed byJapanese food (11%),beer (8%), sparkling wine (6%), chocolate (6%)barbecue (5%), pasta (5%), cheeses (4%), fondue (3%), pizza (3%), and shrimp (1%).
Gifts? Yes, but with creativity and judgment.
Most Brazilians say that intention and affection weigh more than the price:51% say that the ideal gift must show affectiona 6 percentage point increase compared to last year.28% choose something they know the other desireswith a 7 percentage point increase compared to 2024. Already 17% prioritize the present that fits in the pocket. Only 1% believe that the present needs to be expensive.
Among the purchase criteria,quality (55%), price (36%) increase of five percentage points compared to last year, and ease (30%) lead the ranking. They also gain weight in the purchasing decisionevaluations and recommendations (20%) c5 percentage point increase compared to last yearindirect hints from the partner about what they want to gain (18%)delivery deadline (14%), promotions (11%), and brand (3%).
Ranking of gifts: Perfume, chocolate, and clothes dominate
When it comes to what to buy,leader perfume (50%)with an increase of 8 percentage points compared to the previous year, followed byclothes (48%)decreased by 3 percentage points in intentions compared to 2024chocolate (41%)grew exponentially by 12 percentage points compared to last yeartravels (37%), jewelry (33%), footwear (30%), flowers (23%), accessories (22%), gastronomy (21%), electronics (19%)andbeauty products (18%).
Stories, coupons, and likes are worth more than the store
As Social networks influence 40% of choices, with a 4% increase compared to last year, while21% are influenced by digital ads, 20% already through friend recommendations, 16% through TV advertisements, 14% through Reclame Aqui, 9% through WhatsApp messages, and 8% through promotional emails.
"Valentine's Day remains a significant date for most, but adapted to the current financial situation and the relationship stage. For those who have been together longer, the gift becomes more symbolic than material, and the shared moment gains value. There is still romance, but it is wrapped in practicality, economy, and more realistic affection," analyzes Ligia Mello, CSO of Hibou.
When and how much is spent on love
33% they buy the giftwhen they find the ideal, 19%they only buywhen the pocket allows, 12% a week before, 6% on the eve, 9% when you find out what your partner wants to earn, 1% only after the date, taking advantage of discounts.The purchase will be made mainly inphysical store (30%), byinternet with delivery (23%)or throughexperience, such as dinner or travel (16%).
The amount invested in the present is well plannedUp to R$250 for nearly half of Brazilians (48%)Of these, 16% intend to spend up to R$100, 15% between R$101 and R$150, and 17% between R$151 and R$250. Above that, 16% plan to spend between R$251 and R$500, and 6% intend to invest more than R$500.
Debit or credit?In the form of payment,31% should split the payment on the credit card23% pay by debit, 21% cash on credit, and 10% via Pix. 29% still haven't thought about how they will pay for the gift.
"Valentine's Day remains a relevant opportunity for brands that understand the symbolic value behind the gift. Consumers seek something that represents affection, without necessarily compromising their budget — and it is at this point that brands can create a real connection," analyzes Albano Neto, CSO and partner at Score Group.
Outdated data?Among thosethey do not celebrate Valentine's Day (39%)The reasons vary: 36% are not in a relationship, 32% are uninterested in the date, 18% say that their partner does not like to celebrate, and 14% mention that the long relationship has led to a loss of charm.
Silence, playlist or country music?On the soundtrack of Valentine's Day, theSertanejo leads with 24%, closely followed byMPB (23%), international pop (20%), rock (17%), pagode (16%), samba (11%) and funk (5%). A group of 12% says they listen to anything, while 8% prefer not to hear anything.
Research Methodology:
The survey, conducted between May 26 and 28, 2025, interviewed over 1,200 Brazilians, with a margin of error of 2.7%.
