Sell More in Brazil This June: How to Leverage Dia dos Namorados, Brazil’s Valentine’s Day

June marks one of Brazil’s most romantic and commercially powerful moments: Dia dos Namorados, or “Lovers’ Day.” With millions of shoppers eager to celebrate with gifts and meaningful gestures, this holiday creates a prime sales window for categories like beauty, fashion, and electronics.

Want to know which products Brazilians love to buy, how promotions work, and how to reach new customers during this season? Keep reading to unlock the full potential of Dia dos Namorados!

What Is Dia dos Namorados?

Most of the world celebrates Valentine’s Day on February 14th, but Brazil celebrates its own version of the holiday. Brazilians observe Dia dos Namorados on June 12th, which translates to “Lovers’ Day.” The day features romantic gestures, special promotions, and gift-giving, much like Valentine’s Day in other countries. However, it has unique cultural roots and timing that distinguish it from the global celebration.

Unlike the February event, Dia dos Namorados aligns better with Brazil’s annual calendar. Brazilians dedicate February to Carnival, one of the country’s largest and most colorful festivals. During this time, parades, music, and dancing fill the streets. With so much attention focused on Carnival, traditional Valentine’s Day receives little recognition in Brazil.

Instead, Brazilians celebrate love in June, just before Saint Anthony’s Day on June 13th. Catholic tradition views Saint Anthony as the patron saint of marriage and matchmaking, which deepens the romantic meaning of the holiday. Advertiser João Doria popularized the date in 1948 to boost sales during a slow retail season. Inspired by the commercial success of Mother’s Day, his idea took off. Today, Dia dos Namorados ranks as Brazil’s third most important retail date, following Christmas and Mother’s Day.

Consumer Behavior and Shopping Trends

Gift-giving is at the heart of Dia dos Namorados, and Brazilian shoppers take this tradition seriously. A recent survey by EcoGlobal found that 82% of respondents celebrated the holiday in 2024. Of those, 62% chose to give gifts. The most popular items included beauty products and perfumes (66%), fashion apparel (53%), and accessories (39%). Shoes (33%) and jewelry (30%) also made the list. Electronics remain a top choice as well, showing their continued popularity for this occasion.

In terms of how consumers shop, 50% of Brazilians make purchases both online and in-store. Meanwhile, 27% prefer to buy exclusively through online channels. This behavior highlights the growing strength of e-commerce in Brazil, especially during Dia dos Namorados, when digital convenience and variety become even more attractive.

Another noteworthy trend: 48% of shoppers start tracking prices more than two weeks in advance. They want the best possible deals. This level of planning shows just how strategic consumers are, and it reinforces the importance of early promotions. Brands that launch discounts, bundles, or limited-time offers ahead of time are more likely to capture attention and drive conversions before the competition even begins.

Why It Matters for International Sellers

In 2024, the celebration generated over USD $4.5 billion in total sales, according to Brazil’s National Confederation of Retailers (CNDL) and the Credit Protection Service (SPC Brasil). Consumers spent an average of USD $46 on gifts, reinforcing the purchasing intent and economic weight of the date.

This holiday marks one of the most important shopping periods in the first half of the year in Brazil, creating strong momentum across both physical and digital retail channels. For cross-border sellers, Dia dos Namorados is the perfect moment to position romantic and giftable products in front of millions of enthusiastic consumers.

Brazilians are increasingly drawn to international brands—especially when they offer high-quality products, attractive discounts, and reliable delivery. By tapping into this consumer behavior and localizing the shopping experience, international sellers can maximize visibility, increase conversions, and build long-term brand presence in one of Latin America’s largest e-commerce markets.

How to Prepare Your Brand for Dia dos Namorados

To stand out during one of Brazil’s most romantic and commercially active dates, sellers must go beyond simply listing products—they need a strategy tailored to the local market. Here are key tips to help your brand succeed:

• Localize your listings: Translate product titles, descriptions, and promotional messages into Brazilian Portuguese. Clear, localized content helps build trust and improves search visibility across marketplaces.
• Plan strategic promotions and discounts: Define which products to promote and structure appealing price points that speak to the occasion. Focus on items that make great gifts—like beauty, fashion, electronics, and accessories.
• Launch promotions early: Nearly half of Brazilian shoppers start tracking prices more than two weeks in advance. By activating discounts early, you can capture attention from deal-seekers and convert interest into sales before the rush.
• Plan logistics for fast delivery: Many shoppers start browsing weeks in advance, but last-minute purchases are common. Make sure your logistics are ready for timely and reliable delivery to avoid losing sales close to the date.
• Leverage major marketplaces: Platforms like Magalu, Amazon Brazil, and others play a key role in boosting visibility and conversions for cross-border sellers. These channels offer access to millions of Brazilian consumers and often support localized marketing and logistics solutions.

A well-planned strategy that combines localization, early engagement, and optimized logistics will help your brand thrive during Dia dos Namorados.

Get Ready to Sell More This Dia dos Namorados with nocnoc

Looking to make the most of Brazil’s Dia dos Namorados but not sure how to tap into this major opportunity? That’s where nocnoc comes in.

As the leading cross-border partner in Latin America, nocnoc not only connects your brand with top marketplaces in Brazil, but also gives you access to four other fast-growing ecommerce markets in the region—Mexico, Argentina, Colombia, and Chile—through a single integration with over 15 leading marketplaces.

From translating and optimizing your product listings, to handling logistics, customer support, payments, and returns, our full-service solution takes care of the complexity so you don’t have to. You sell—we do the rest.

With Dia dos Namorados around the corner, now is the perfect time to reach Brazilian shoppers who are ready to spend on meaningful gifts. Whether you sell beauty products, electronics, fashion, or accessories, we’ll help you position your products in front of the right audience—right when it matters most.

Start selling with nocnoc today and unlock the full potential of your brand in Brazil and beyond.