Valentine’s Day Generates $26 Billion in the US and Gains Popularity Among Brazilian Youth on Dia dos Namorados

Valentine’s Day, celebrated on February 14, stands as one of the most commercially significant dates globally, particularly in the United States, Canada, and much of Europe. The occasion has become a global symbol of love, with billions of dollars spent annually on gifts, romantic dinners, and gestures of affection. In 2025, projections indicate that spending in the United States alone will reach $26 billion, making it the second-largest sales event in the country, second only to Christmas. While Brazil has its own equivalent, Dia dos Namorados, observed on June 12, the growing influence of Valentine’s Day is becoming increasingly noticeable, especially among younger generations who are deeply engaged with social media and global pop culture.

While Valentine’s Day is steeped in historical and religious symbolism, rooted in the story of Saint Valentine’s martyrdom in the 3rd century, Brazil’s Dia dos Namorados is a more commercially driven creation. Established in 1949 by João Doria, the father of former São Paulo governor João Doria Jr., the date aimed to stimulate sluggish sales during the month of June. The day precedes the feast of Saint Anthony on June 13, revered as the “Marriage Saint” in Brazilian culture.

Across the globe, Valentine’s Day is associated with exchanging cards, chocolates, and flowers. Couples organize romantic dinners and surprise each other with meaningful gifts. In Brazil, despite the dominance of Dia dos Namorados, Valentine’s Day is gradually becoming a secondary celebration, particularly in metropolitan areas.

The Historical Origin of Valentine’s Day

The story of Valentine’s Day traces back to ancient Rome, around 270 A.D., during the reign of Emperor Claudius II. Concerned that young men performed better as soldiers when unmarried, Claudius banned weddings for young men. Defying the emperor’s decree, Bishop Valentine continued to conduct secret marriage ceremonies.

Valentine’s defiance led to his arrest and imprisonment. While in jail, he reportedly assisted fellow prisoners and fell in love with the jailer’s daughter. Before his execution on February 14, he wrote her a note signed “From Your Valentine,” an expression that endures to this day.

By the Middle Ages, Valentine’s Day had evolved into a celebration of courtly love, particularly in England and France. February 14 was believed to mark the beginning of the mating season for birds, reinforcing the date’s association with romance and fertility. The practice of exchanging romantic notes began during this period, later spreading across Europe and the Americas.

Economic Impact of Valentine’s Day in the United States

Valentine’s Day is a commercial powerhouse in the United States. The National Retail Federation (NRF) estimates that consumer spending for the holiday will exceed $26 billion in 2025.

Key spending categories include:

• Chocolates and sweets: Purchased by 57% of consumers
• Flowers: Chosen by 37%
• Dinners and romantic experiences: Preferred by 32%
• Jewelry and accessories: Bought by 21%
• Pet gifts: Representing 20% of purchases

The average expenditure per person is expected to reach $188. Valentine’s Day cards remain a cultural staple, with over 145 million exchanged annually, ranking second only to Christmas cards.

The Establishment of Dia dos Namorados in Brazil

Dia dos Namorados was introduced in Brazil in 1949 by publicist João Doria, who sought to boost retail sales during June, a traditionally slow month for commerce. The date, June 12, was strategically placed on the eve of Saint Anthony’s Day. Known as the “Marriage Saint,” Saint Anthony is deeply venerated in Brazil, particularly by those seeking a spouse.

The advertising campaign launched alongside the date featured the slogan, “It’s not just with kisses that you prove your love.” This commercial foundation has made Dia dos Namorados one of Brazil’s top-grossing holidays, especially for gift shops, florists, and restaurants.

Key Differences Between Valentine’s Day and Dia dos Namorados

Although both holidays celebrate love and relationships, they differ significantly in terms of customs and commercial strategies:

• Valentine’s Day (February 14): Rooted in religious history, it drives billions in global sales.
• Dia dos Namorados (June 12): A commercial creation linked to Saint Anthony’s feast day.
• Gift Preferences: Chocolates and flowers dominate Valentine’s Day, while Brazilian couples often exchange electronics, clothing, and perfumes.
• Saint Anthony Rituals: Unique to Brazil, single individuals often perform small rituals and prayers seeking Saint Anthony’s help in finding a romantic partner.

Valentine’s Day Celebrations Around the World

Valentine’s Day is celebrated with unique customs across various countries:

• United States: Cards, chocolates, romantic dinners, and flowers.
• Japan: Women give chocolates to men; men reciprocate on March 14, known as “White Day.”
• Germany: Chocolate pigs symbolize good luck and passion.
• Finland: Known as “Friend’s Day” (Ystävänpäivä), focusing on friendship rather than romance.
• Mexico: Observed as “Day of Love and Friendship” (Día del Amor y la Amistad), emphasizing both romantic and platonic relationships.

The Rise of Valentine’s Day Among Brazilian Youth

Globalization and the influence of social media platforms like Instagram and TikTok have propelled Valentine’s Day into the Brazilian mainstream, particularly among younger generations. In cities like São Paulo and Rio de Janeiro, February 14 is increasingly seen as an additional opportunity to celebrate love.

This cultural shift is prompting Brazilian businesses to introduce Valentine’s Day promotions alongside their traditional Dia dos Namorados campaigns. Restaurants, florists, and online stores have reported increased demand during mid-February.

Curiosities and Notable Facts

• The first Valentine’s Day card was sent in 1415 by Charles, Duke of Orleans, to his wife while imprisoned in the Tower of London.
• In the U.S., approximately 20% of consumers purchase Valentine’s gifts for their pets.
• Brazilian e-commerce sales for Dia dos Namorados reached BRL 2.5 billion in 2023, with an average transaction value of BRL 470.

Timeline of Valentine’s Day and Dia dos Namorados

• 3rd Century: Bishop Valentine executed for performing secret marriages.
• 13th Century: Saint Anthony becomes associated with matchmaking.
• 17th Century: Valentine’s Day becomes a recognized romantic holiday in Europe.
• 1847: Esther Howland launches the first commercial Valentine’s cards in the U.S.
• 1949: João Doria introduces Dia dos Namorados in Brazil.

Relevant Data and Projections

• U.S.: $26 billion in projected Valentine’s Day spending for 2025.
• Brazil: BRL 2.5 billion generated by Dia dos Namorados e-commerce sales in 2023.
• Japan: Chocolate sales in February exceed $5 billion due to Valentine’s customs.

Increasing Business Interest in Valentine’s Day in Brazil

Brazilian retailers are increasingly adopting Valentine’s Day as an additional sales opportunity. E-commerce platforms, florists, and restaurants now recognize the potential of tapping into both February 14 and June 12 to maximize sales.

As younger generations continue embracing international traditions, Valentine’s Day in Brazil is likely to grow in significance. Businesses are already developing hybrid marketing strategies to engage consumers during both romantic holidays.