Introduction: Love with a set date

Valentine's Day is one of the most anticipated dates of the year. Not only for couples in love, but also for brands, retailers, and marketing professionals. After all, besides being a celebration of love, it's an excellent commercial opportunity. But have you ever stopped to wonder where Valentine's Day came from? Why is it celebrated on June 12th in Brazil, and on February 14th in many other countries?

In this article, we'll explore the history of Valentine's Day around the world and in Brazil, how it has evolved over time, its cultural meanings, and its impact on modern commerce. Prepare your hearts—and your shopping carts.

1. Origin of Valentine's Day in the world: The legend of Saint Valentine

The oldest love-related celebration in February has roots in the Roman Empire. Around the third century, during the reign of Emperor Claudius II, marriage was prohibited for young soldiers—it was believed that single men were more productive on the battlefield.

Valentine, a Christian bishop, defied the order and performed secret marriages , helping couples in love to be together. For this, he was arrested and sentenced to death. It is believed that he was executed on February 14, 269 AD , a date later chosen to honor his martyrdom.

Over time, Saint Valentine was canonized and became a symbol of romantic love. The holiday spread throughout Europe in the Middle Ages and, centuries later, was embraced by countries such as the United States, Canada, the United Kingdom, and Japan.

2. Valentine's Day: How the World Celebrates Love

Valentine's Day , celebrated on February 14th, is more than a religious tribute: it's a cultural phenomenon. See how it's celebrated around the world:

🇺🇸 United States:

The holiday generates billions of dollars every year. Chocolates, flowers, and cards are the most popular gifts, and schools promote themed activities for children to participate in.

🇯🇵 Japan:

Interestingly, it is women who gift men with chocolates — a tradition that began as a marketing strategy in the 1950s. A month later, on White Day (March 14) , men reciprocate.

🇬🇧 United Kingdom:

The tradition of sending anonymous cards, known as "valentines," continues to this day. Poetic phrases and small gifts are also common.

🇫🇷 France:

Considered the most romantic country in the world, France transforms Valentine's Day into a true spectacle, with dinners, tours and even marriage proposals in iconic locations.

3. Why is Valentine's Day in Brazil on June 12th?

While the world celebrates in February, Brazil celebrates love on June 12. The explanation is less romantic, but very interesting.

In the 1940s, advertising executive João Doria (father of former governor João Doria Jr.) was hired to boost retail sales in June—a month considered slow for retail. Inspired by Valentine's Day, he created a campaign with the slogan:

“It’s not just with kisses that you prove love.”

The choice of June 12th was not random: it is the eve of Saint Anthony's Day (June 13th) , known as the "matchmaker saint." Thus, the date was strategically designed to unite love, religious tradition and commercial appeal.

The campaign was a success — so much so that Valentine's Day became a tradition in Brazil.

4. Commercial evolution of the date: from romanticism to marketing

Valentine's Day in Brazil has grown rapidly. What began as a one-off campaign has become one of the most lucrative events in the national retail sector.

Data that proves the impact:

• It is the third most important date for commerce , behind only Christmas and Mother's Day.

• Brazilian e-commerce registered double-digit growth during the period, especially in categories such as perfumery, fashion, beverages and gastronomy.

• According to Neotrust, in 2023 Valentine's Day generated more than R$6 billion in online retail sales .

This evolution shows how love also moves the economy .

5. Symbols of love: from letters to emojis 💌

For centuries, romanticism was expressed through handwritten letters. Over time, printed cards, flower bouquets, chocolates, and, more recently, Instagram posts and TikTok videos emerged.

What remains constant is the human need to celebrate affection — whether with words, gifts, or symbolic gestures.

Main symbols of Valentine's Day:

• 💌 Love cards and notes

• 🌹 Red roses

• 🍫 Chocolates

• 💍 Wedding rings and jewelry

• 🥂 Romantic dinners

• 💑 Shared trips and experiences

6. Fun facts about Valentine's Day

🔁 There are countries with more than one date

In South Korea, for example, couples celebrate on the 14th of each month , with various themes such as “Kiss Day”, “Hug Day” and even “Singles' Day”.

🚫 Some countries prohibit the date

In nations with strong conservative religious values, such as Saudi Arabia and Iran, celebrating romantic love in public is considered inappropriate.

💸 Trending creative gifts

In addition to the classics, today consumers are looking for personalized experiences and products , such as drink kits, romantic getaways and even virtual serenades.

7. Valentine's Day and digital: love in times of algorithms

With the advancement of the internet, Valentine's Day has taken on new forms. Digital campaigns, livestreams with couples, influencer matches, and even memes have all entered the mix.

Brands that stand out are those that know how to combine emotion and digital strategy — creating experiences that connect with their audience.

Tips for brands:

• Invest in content marketing initiatives featuring real-life couples' stories.

• Create progressive discounts for double purchases .

• Offer experience kits (like dinner + drinks).

• Invest in campaigns with influencers who approach relationships with authenticity.

8. What about singles? Self-love is also a trend

June 12th isn't just for couples. The movement for self-love and celebrating one's own company is growing.

Smart brands have tapped into this trend with campaigns like:

• “Love yourself first”

• “Give yourself a gift”

• “Celebrate the most important person in your life: you”

This opens up space to expand the consumer base and make Valentine's Day a more inclusive date.

9. Valentine's Day in the retail calendar

Valentine's Day is a key part of the Brazilian retail promotional calendar , as Limber Software's material demonstrates. The date is strategically positioned between Mother's Day and the beginning of winter, offering a perfect emotional and commercial hook.

Companies that plan ahead—including promotions, inventory, and communication—reap the best results.

Conclusion: love may be eternal, but planning is essential

Valentine's Day is a cultural, historical, and commercial phenomenon. It began with a Christian martyr, gained traction as a popular tradition, and has become a major holiday in the consumer calendar.

More than just selling, this date offers brands the chance to connect emotionally with the public , generate identification and build loyalty.

Whether it's a Quetzalli craft drink or a handwritten letter, the important thing to remember is that love has the power to move hearts — and shopping carts too.