Retail in the Rio de Janeiro Metropolitan Region is expected to generate R$ 356 million in revenue from purchases for Valentine's Day 2026. This estimate comes from the Fecomércio Institute for Research and Analysis (IFec RJ), which conducted a survey on May 26th and 27th with 948 consumers.
The projected value represents growth compared to the same period last year, when the date generated R$ 338 million. The study also shows an increase in average consumer spending, which should reach R$ 204 this year, above the R$ 198 recorded in 2025.
Almost half plan to buy gifts.
According to the survey, 47,5% of respondents said they intend to buy a gift to celebrate Valentine's Day. In contrast, 47,9% said they do not intend to give a gift on this date.
Among those planning to make purchases, clothing is the top choice, cited by 19% of consumers. This is followed by perfumes and cosmetics, with 14,7%, and shoes, bags, and accessories, mentioned by 13,4% of respondents.
Experiences are also gaining ground.
In addition to traditional gifts, some consumers plan to invest in experiences to celebrate the date. According to the survey, 10,1% of participants said they plan to have lunch or dinner with their partner.
The result reinforces the importance of Valentine's Day not only for retail, but also for segments related to food and leisure, which usually register an increase in demand during this period.
Physical stores remain the preferred option.
Research from IFec RJ reveals that physical stores continue to be the main shopping channel for consumers in the Rio Metropolitan Region. Among those surveyed, 66,6% stated that they intend to purchase gifts in person.
Online stores are an option for 24,8% of consumers. Another 4,4% reported that they plan to use both physical and online stores to make their purchases, demonstrating the consolidation of an increasingly hybrid consumer behavior.
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