A survey conducted by Ecglobal, a company focused on consumer insights and communities in the Haus platform of the Stefanini Group, involving a thousand participants, brought to light interesting trends on 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 the respondents. According to the survey, people between 25 and 34 years old are the most enthusiastic about the date, with 68% of them stating that they are certain they will celebrate Valentine’s Day. In contrast, only 40% of respondents aged 55 or older express the same certainty.

The survey also showed that almost 30% do not have a specific tradition for June 12. 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 memorable experiences, while 17% choose exclusively experiences and 14% only products. The differences in celebration preferences are also significant between men and women. Women show a greater inclination to plan various experiences in addition to a special meal, compared to men. Furthermore, individuals aged up to 34 tend to seek more diverse experiences for the date, contrasting with those aged 35 or older, who prefer a more traditional celebration.

Among the favorite activities, going to a restaurant tops the list, being the choice of 70% of respondents. Other popular options include preparing a home-cooked meal (41%), taking a trip (40%), going for an outdoor walk (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 who wish to celebrate before or after the 12th, due to the challenges many face in celebrating exactly on the date.

Regarding gifts, beauty and fragrance products are the favorites for both women (68%) and men (63%). The survey also revealed that women are more likely to give electronics, clothing, shoes, and fashion accessories, while men show a greater preference for gifting jewelry. The trend of gifting beauty and fragrance products is stronger among young people, a behavior also reflected in the choice of fashion accessories. In addition, 79% of respondents agree that personalized gifts, like engraved jewelry and handmade items, hold more significance for celebrating the relationship.

“The data reveals valuable insights into Brazilian preferences on Valentine’s Day, highlighting the importance for businesses to prepare to meet consumer demands. Creativity and personalization are key strategies, especially for brands outside of the food, beauty, and fashion categories, with social media playing a fundamental role in creating that connection. Therefore, it is essential for brands to highlight traditions like gift exchange and being together with the partner, offer experiences beyond products, personalize offers and giveaways, and ensure personalized post-sales service and delivery, thus strengthening the relationship with consumers,” analyzes Adriana Rocha, CEO and co-founder of Ecglobal.