Valentine’s Day represents a unique opportunity for brands to emotionally connect with their consumers, in a context where customization and convenience become essential to surprise. According to Hygor Roque, Brand and Partnerships Director at UAPPI, a high-performance and personalized technology company for e-commerce, the date demands a strategic and more sensitive look from retailers.
“The consumer is more immediate, but also more demanding. He wants agility, but without giving up the experience. He wants customization, but does not want to waste time filling out forms. He wants convenience, but also wants 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, the consumer’s behavior translates into a significant increase in demand for personalized kits, last-minute 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 behavior change is visible in the results of UAPPI’s clients. With technological support and data intelligence, many brands record double-digit growth on Valentine’s Day, both in transaction volume and average ticket. This is the result of actions such as intelligent upselling with a complementary product or service to what is being purchased, creation of emotional kits, and a personalized shopping journey.
Guided by artificial intelligence, personalization is a game-changer today. Platforms utilizing AI to recommend products based on real user behavior, personalize storefronts, emails, and real-time offers 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 purchase. “Anyone who wants to succeed in the digital realm needs to stop chasing algorithms and start building a brand. Today’s consumer doesn’t just want to buy. They want to identify themselves, connect, and feel,” he says.
An expert’s warning is not only to follow trends but to understand them within the context of your audience. ‘Trend without context becomes noise.’ Another important tip for consumers is to verify 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 carefully 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 a mark this year:
- Live commerce – in the gift and fashion segments, it’s already showing strength.
- AI-driven personalization – from storefronts to emails, all guided by real behavior.
- Fast delivery and strategic shipping – became a purchasing criterion, not a bonus.
