Trust in influencers and e-commerce boost consumption on Valentine's Day, LOI survey points out

A survey made by LOI, consulting specialized in influencer marketing, shows that the Valentine's Day follows among the four most important dates for Brazilian trade, lagging behind only Christmas, Mother's Day and Father's Day. This year, the expectation is that the date moves R$22.14 billion in retail sales and services, according to CNDL data.

The study, which gathered sources such as the survey “Dia dos Namorados 2025” by Globo & PiniOn and data from CNDL/SPC Brazil, highlights the role of digital influencers in the consumer journey. According to the survey, the, 78% of Brazilians consider the recommendations of content creators reliable, and 73% have already purchased products by indication of influencers, indices that exceed global averages.

“Influencers are no longer just part of the strategy: they are the main channel of inspiration and decision for the” consumer, says Felipe Colaneri, co-founder of LOI.“Influence marketing is no longer something apart and has become central, especially on dates like Valentine's Day”.

In addition, the survey reveals that:

• Beauty products, clothing and chocolates/sweets lead both among the most purchased items and among the most desired;

• O average ticket intended it is up to R$ 300, although almost half (46%) associate expensive gifts with the demonstration of importance in the relationship;

• 62% of consumers prefer physical stores, mainly by ease of exchange;

• Despite this, the e-commerce remains relevant, with 73% of online shoppers opting for apps and 22% considering even Instagram as a buying platform;

• Buying behavior is starting to intensify between 15 days and one week before the date, highlighting last minute purchases, a direct reflection of the search pattern on Google.

Another data that draws attention is the growth in sales observed in 2024, with an increase of 4.9% in total during the commemorative date, the e-commerce the big highlight, with high of 15.5% in billing, according to the Cielo de Varejo Index Extended. Among the segments that grew the most are optical and jewelry (+19,1%) and cosmetics (+9,6%), reinforcing the strength of these markets at the time.

The study also shows the weight of the influence of the gift recipient in the purchase process: a most consumers rely on tips from the person to be presented when deciding what to buy. In addition, 66% of respondents start the search for the gift 15 to 30 days in advance, but Google points out that most purchases actually occur in the last week, the eve or even Valentine's Day itself, showing the strength of the impulse in the purchase decision.

The study also points out a curiosity about the behavior of Generation Z: young people are dating less, a reflection of the intensive use of social networks and a growing preference for daytime events and outdoor experiences, rather than traditional nightlife.