Valentine’s Day has been losing popularity in Brazil in recent years. However, it remains a strategic date for retail, especially for last-minute actions related to experiences. This is what highlights the study ‘Trends & Insights Valentine’s Day 2023’, carried out by the digital marketing agency Macfor. The survey outlines a panorama linked to the date and draws parallels with the potential for trade and consumption, especially in digital media.
Among the most searched terms related to the date, ‘Valentine’s Day’ itself is still the most traditional. Next, the search for ‘Valentine’s Day Message’ appears, from those who want inspiration to write to someone on the subject; and the question ‘When is Valentine’s Day?’, followed by the search for ‘Valentine’s Day Gifts’. But the timing of research is different. While the search for gifts peaks two and three days before the date, the search for ‘Messages’ takes place primarily on the 12th itself.
According to the study, there are those who plan their purchases in advance, but the highest volume of demand for gifts is really close to the date. The movement begins to grow around a month before Valentine’s Day with a slight increase day after day, taking a leap in the week before the celebration and reaching its peak about two days before.
Historically, however, the date has also attracted less public interest. In 2019, it was the most searched compared to Mother’s Day and Father’s Day, maintaining a tight lead in 2020. In 2021, both other dates had already surpassed it, with a small lead for Mother’s Day, while in 2022, searches for Valentine’s Day did not reach half the volume of the others. In 2023, so far, this trend seems to be repeating itself, despite still understanding a very relevant volume for the movement of brands.
Experiences have also been growing when we talk about how the public intends to celebrate. In 2022, many chose to choose ‘Dinner’ at the time of the celebration, above other traditional terms, such as ‘Hotel’, ‘Chocolate’ or ‘Motel’, for example. Searches for gastronomic options tend to increase especially the day before the date, revealing that this is also a last minute choice.
Sales
In commerce, preference for products and categories tends to vary between before and during the event. If in the weeks and days leading up to the date, Food & Supermarket, Beverages, Fashion & Accessories and Home Appliances & Small Appliances are more consumed, Beauty and Pharmacy & Health items gain prominence when the celebration is closer.
“Although Valentine’s Day has been losing popularity in recent years, it remains one of the most important gifts to give someone. As a good part leaves to research the present the day before, a bet for retailers is to guarantee presence and communication in the most diverse channels, especially for those related to gastronomy and other experiences. As many people are afraid of missing the date, through their online behavior, being that retailer that remembers the occasion can be very positive in generating proximity between your brand and this audience”, highlights Fabricio Macias, co-founder and co-CEO of Macfor .
By region, the Southeast (66.9%) and the South (20.1%) comfortably lead the volume of sales related to the date, followed by the Northeast (7.3%), Midwest (4.8%) and North (0.9%).
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