Creators, inspirational videos, and promotions are among the main factors influencing consumption on Valentine's Day. This is according to research from Kwai for Business, a business unit of Kwai, which shows that 65% of users have already shown interest in brands and products recommended by content creators, while 70% say they feel attracted to ads with offers and promotions.
The data reinforces the increasingly relevant role of digital content in the purchase journey for the date, especially in a context where entertainment, discovery, and consumption happen in an integrated way across platforms. The research also reveals an audience highly connected to interactive formats and lifestyle content. Among those interviewed, 55% say they really enjoy "get ready with me" videos and seek inspiration on social media.
Interactive actions, on the other hand, demonstrate strong engagement potential: 75% say they would participate in a challenge or use a Valentine's Day themed filter on Kwai. The results also show that campaigns with native language, creators, and direct purchase incentives tend to generate greater connection with users during this period.
Planned purchase and focus on practicality
Among users who are in a relationship, 90% intend to buy gifts for Valentine's Day. Most say they plan to make purchases in advance, and price is the main deciding factor. When thinking about where to buy, e-commerce platforms and marketplaces are among the most remembered channels by respondents, while Pix emerges as the preferred payment method for the date.
The survey also highlights opportunities among singles. More than half of this group (56%) say they are looking for a serious relationship, while 49% intend to buy something for themselves during this period. Perfumes and clothes appear among the most desired items.
Furthermore, 45% say they would install a dating app after seeing a creator talking about it, reinforcing the impact of digital influence on building interest in and consideration for brands. Another relevant piece of data is the platform's potential for concentrated reach: 40% of respondents say they exclusively use Kwai among short video apps.
“Data shows that Valentine’s Day has ceased to be just a shopping date and has also become a moment of inspiration and discovery. Today, content, creators, and entertainment are part of the consumer journey,” says Vitor Yu, general manager of Kwai for Business. “At Kwai, we see an audience open to interaction, interested in recommendations, and connected to more authentic communication formats. This opens up space for campaigns that combine cultural relevance, creativity, and performance.”.
The research reinforces that user behavior during this period goes beyond the traditional logic of giving gifts to partners. Among singles, there is room for narratives linked to self-care, self-esteem, and the discovery of new connections. Among those in a relationship, searches for practicality, deals, and inspiration to choose the right gift predominate.
Methodology – In-app research conducted by Kwai for Business between April 7 and 11, 2026, with 11,484 respondents. The sample consists of active users in the last 30 days, through spontaneous participation. The methodology is non-probabilistic and self-selection-based.
