Why do Brazilians not celebrate Valentine’s Day?


As Valentine’s Day approaches, couples all around the world are busy planning romantic dates, reserving tables at fancy restaurants, and buying thoughtful gifts for their loved ones. 

But in Brazil, things are a little different.

You see, unlike in the United States or other European countries, Valentine’s Day isn’t celebrated in Brazil. But why is that? Keep reading to discover why and how this impacts your eCommerce strategy in Brazil.

Reasons why Brazilians do not celebrate Valentine’s Day

Valentine’s Day, the day of love and romance, is celebrated all around the world on February 14th, but in Brazil, it’s just another day on the calendar. But don’t be mistaken, this isn’t because Brazilians don’t appreciate love or don’t know how to celebrate it. The reason is much more simple than that.

To put it simply, the 14th of February often falls close to the Brazilian Carnival, a celebration that takes place four days before Ash Wednesday and falls between February 4th and March 10th, depending on the year. For example, this year, Carnival will be from February 17th to February 25th. With such a big event happening so close to Valentine’s Day, it’s no surprise that the holiday goes largely unnoticed in Brazil.

Instead, Brazilians celebrate “Dia dos Namorados” which translates to “Lover’s Day” or “Couples Day” and it is celebrated on June 12th.

Dia dos namorados

In Brazil, Valentine’s Day is celebrated in a unique way, with a special holiday known as “Dia dos Namorados” or “Lovers Day“. This day is celebrated annually on June 12th, one day before Saint Anthony’s Day.

While the day is officially linked to the name day of Saint Anthony of Padua, which is celebrated on June 13th according to the Catholic Church calendar, the origin of the festival is much more profane.

The origin of Dia dos Namorados can be traced back to an initiative by retailers in São Paulo. In 1949, these merchants came together with a clever idea to boost sales by creating a special day to honor love. 

As a result, it has become primarily a commercial day, with various offers and promotions aimed at attracting couples. Despite this, the holiday has become a significant event in Brazil, celebrated by couples across the country as an opportunity to express their love.

One of the most profitable days for eCommerce in Brazil

Dia dos Namorados is a highly anticipated event for retailers, as it offers the perfect chance to increase sales and attract consumers. In 2021, Brazilian consumers spent over 1.3 billion USD on gifts for their loved ones. For 2022, was expected to reach 4 billion USD, according to Varejo SA.

A 2022 survey by Mind Miners revealed that 72% of Brazilians planned to celebrate Valentine’s Day with their partners and purchase gifts, an 18% increase from the previous year.

Online sales during the period of May 28th to June 11th in 2021 saw an increase of 3.2% when compared to the same period in 2020. The average cost per gift also rose by 15.3%, reaching an average of 91 USD. Additionally, a majority of people surveyed (59%) prefer to purchase gifts in advance, typically between 15 days to a month before the occasion.

Most popular gift categories

Couples often give gifts of various types. The most popular category is clothing, accounting for 27% of total sales. Perfumes, cosmetics, and makeup products are the second most popular, accounting for 24% of sales. Shoes and accessories make up 21% of sales. The remaining gifts tend to be food-related. These categories are likely to remain popular in the future. Some people have also expressed interest in gifting electronics such as video games, smartwatches, and e-readers.

Boost your online sales in Brazil during Dia nos Namorados

Do not miss the opportunity to boost your sales in Brazil! Special days like Dia nos namorados can mean an excellent opportunity for US retailers to offer discounts on specific product categories and get a lot of sales.

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Register in our Seller Center today and a specialist will contact you in the next hours. Once your account is approved, your products will be published in our trusted mega stores, so you get the highest conversion rates from day one.


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