In Brazil, Valentine’s Day is celebrated on June 12th. This date on the Brazilian commercial calendar (that includes Easter, Mother’s Day, Valentine’s Day, Father’s Day, Children’s Day, Black Friday and Christmas) holds the third position in sales only surpassed by Christmas and Mother’s Day.
Valentine’s Day comes with the eve of the first winter’s day and that is why the clothing business has a relevant performance as compared to the other commercial dates on the calendar.
Although the average gift ticket is comparatively not one of the highest, the total value expended by consumers is significant for retail because it also involves foodservice market and pushes beauty parlors and barbershops forward as well. For boyfriends and girlfriends, and for just-married couples, a restaurant treat is a must, besides the regular gifts. The most passionate ones will also offer flowers, chocolate presents and cards.
Jewelry and gold-layered jewelry is prone to an important seasonality: this date is the best opportunity to conquer new buyers. And the results come up as their campaigns teach the consumers how to use earrings, necklaces and bracelets explaining which type of jewelry, gold-layered jewelry and costume jewelry goes with this or that outfit and events.
Malls usually invest in publicity campaigns for special dates. The promotional actions work better during the ten days prior to the date in question, and their highest points coincide with the payday of the most part of the Brazilian workers, that is, on the fifth business day of the month. The shopkeepers decorate their window displays with hearts and similar themes that conquer the consumers even on the commemorative date itself – Brazilian consumers do not usually shop much ahead of time.
The e-commerce has shown good performance when it comes to more expensive and wished-for items such as footwear and smart phones. Nevertheless, the physical stores are still the most searched for. Consumers that go shopping without a specific good in mind is a common practice meaning that the shopping journey does not seem to be predominantly digital (though show rooming is one Brazilian middle-class habit). Due to its intense emotional appeal, consumers make their choices moved by a strong loving feeling. They look for a present that may make their deepest and personal feelings come true, and they usually describe the ideal present as one that befits their better half.
One must remember that Brazilians have bigger hearts than pockets, and the appeals that somehow manage to express “a great love” are usually the winners.
In Brazil, Valentine’s Day has stronger purchasers among young adults (19 to 29 years old) who work, have a lasting affective relationship, are single, or childless married couples.
The date is also meaningful for the perfume and make-up industry. This market share presents good performance in the model of direct sales.
There is no gender bias in the Brazilian consumer behavior in terms of Valentine’s gift purchase. And in the last years, the publicity campaigns have stressed the celebration of what binds people rather than the sexual roles. In Brazil, Valentine’s Day is not loaded with prejudice, and the heterosexual couple stigma has no role in the Brazilian publicity any more. As a matter of fact, it is exactly during Valentine’s Day that the GLBT public is approached with more quality. Regarding this aspect, the campaigns are more inclusive than Mother’s Day and Father’s Day.