This year Valentine’s Day celebrates 75 years in Brazil. Since its creation, in 1949, by publicist João Doria, father of the former governor of São Paulo, João Doria Jr., the date has undergone numerous transformations, both in its celebration and in its impact on commerce. Initially, the date was introduced with the aim of stimulating sales in the month of June, which was traditionally weak for retail. The choice of June 12th, the eve of Saint Anthony’s Day, known as the “matchmaking saint”, was a strategy to associate the date with romanticism and love.
The idea worked, and the date is expected by traders and consumers. Currently, the celebration is considered the sixth most important date for retail in terms of financial transactions by the National Confederation of Commerce in Goods, Services and Tourism (CNC). The expectation for 2024 is that the sales volume will be R$2.59 billion, according to the entity’s calculations. The estimate represents an increase of 5.6% compared to the same period of the previous year.
For Américo José, managing partner of Grupo Cherto, Valentine’s Day has changed significantly over the years.
“Today consumers look for gifts that go beyond the material, valuing special moments and emotional connection. Decades ago, gifts were often small treats, while today there is a wide range of products and services available to suit all tastes and budgets”, points out the expert.
Retailers’ creativity also evolved along with the date. Américo explains that in the past, stores were limited to decorating windows and offering some promotions. Currently, it is common to see massive advertising campaigns, partnerships with digital influencers, special events and even different experiences, such as high-altitude dinners and exclusive trips.
“Technological evolution, especially with the growth of online shopping, has also transformed Valentine’s Day, making it possible to anticipate the date and plan purchases in a more effective and comprehensive way”, reinforces José.
If the sales strategy has improved, so has the brands’ speech to delight the consumer. According to Leopoldo Jereissati, publicist and founding partner of All Set, the big change was moving away from a very square format and better exploring different types of relationships and ways of loving.
“Current advertising campaigns are no longer limited to the stereotype of the heterosexual couple, but reflect the diversity of relationships and feelings, following the sociocultural changes of the time. Many brands have rethought their positions to follow this evolution”, explains Jereissati.
According to Jereissati, representation and inclusion have become fundamental pillars in building a brand’s identity.
“By reflecting the diversity of their consumers in their campaigns, brands not only demonstrate social sensitivity, but also establish stronger, more authentic bonds with their target audience. An environment of acceptance and belonging is created, essential for customer loyalty and building a positive reputation.”, emphasizes the advertiser.
People aged 24 to 34 are the most likely to celebrate the date
Another survey, conducted by Ecglobal, a company focused on consumer insights and communities on the Stefanini Group’s Haus platform, involving a thousand participants, brought to light interesting trends about how Brazilians plan to celebrate Valentine’s Day this year. The study revealed that celebration preferences vary significantly according to the age group and gender of respondents.
According to the survey, people between 25 and 34 years old are the most vibrant about the date, with 68% of them saying they are sure they will celebrate Valentine’s Day. In contrast, only 40% of respondents aged 55 and over demonstrate the same certainty.
The survey also showed that almost 30% do not have a specific tradition for June 12th. However, many of these individuals still tend to give gifts or spend the day with their partners. Among the participants, 62% prefer to celebrate with both products and remarkable experiences, while 17% opt exclusively for experiences and 14% only for products.
Differences in celebration preferences are also striking between men and women. Among favorite activities, going to a restaurant tops the list, being the choice of 70% of respondents. Other popular options include preparing dinner at home (41%), going on a trip (40%), taking an outdoor trip (36%), going to the movies (34%), and attending shows and cultural events (26% ). As a result, restaurants can expect a significant increase in the number of customers wanting to celebrate before or after the 12th, due to the difficulties many face in celebrating exactly on the date.
When it comes to gifts, beauty and perfumery products are preferred by both women (68%) and men (63%). The survey also revealed that women are more likely to gift electronics, clothes, shoes and fashion accessories, while men show a greater preference for gifting jewelry. Additionally, 79% of respondents agree that personalized gifts, such as engraved name jewelry and handmade objects, are more meaningful to celebrate a relationship.
“The data reveals valuable trends about Brazilians’ preferences on Valentine’s Day, highlighting the importance of merchants preparing to meet consumer demands. Creativity and personalization are key strategies, especially for brands outside the food, beauty and fashion categories with social media being key to creating this connection. To this end, it is essential that brands highlight traditions such as exchanging gifts and being together with partners, offering experiences in addition to products, personalizing offers and gifts, and guaranteeing personalized after-sales service and delivery, thus strengthening relationships with consumers. ”, concludes Adriana Rocha, CEO and co-founder of Ecglobal.
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