Valentine’s Day represents a unique opportunity for brands to emotionally connect with their consumers, in a context where customization and convenience become crucial to surprise. According to Hygor Roque, Brand and Partnership Director of UAPPI, a high-performance technology company specializing in personalized e-commerce, the date demands a strategic and more sensitive look from retailers.
“Consumers are more immediate, but also more demanding. They want agility, but without giving up the experience. They seek customization, but do not want to waste time filling out forms. They desire convenience, but also seek emotion. Valentine’s Day is a date where the brand’s differential 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 personalized kits, 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 add-ons to the product or service being purchased, creating emotional kits, and a personalized shopping journey.
AI-guided personalization is a game-changer today. Platforms using AI to recommend products based on real user behavior, personalize storefronts, 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. “Those who want to succeed in the digital realm need to stop chasing the algorithm and start building a brand. Today’s consumer doesn’t just want to buy. They want to identify, connect, and feel,” he says.
An expert’s warning is not to just follow trends; it is essential to understand them within the context of your audience. “Trend without context turns into noise. Another important tip for consumers is to check the CNPJ, official channels, exchange policies, and avoid offers that seem too good to be true. Use Valentine’s Day to discover new brands, but choose wisely who you engage with. In love and e-commerce, trust is everything,” he concludes.
Trends that will mark Valentine’s Day 2025.
UAPPI highlights three movements that promise to make waves this year:
- Live commerce – in the gifts 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 a purchasing criterion, not a bonus.
