Brazilians plan to spend 74% more on Valentine’s Day gifts in 2022

Brazilians intend to invest more in gifts for the Valentine’s Day in 2022 than in 2021, according to a survey carried out by the company NielsenIQ, released this Saturday (28). 3,100 people were heard in the country.

The expectation is that the amount spent among people this year will be, on average, BRL 481, against BRL 276 in 2021 – an increase of 74%.

This is the highest average ticket ever recorded among Brazilians in purchases since the beginning of the historical series of the study, which began in 2001. Before the pandemic, the amount spent was approximately R$ 400.

“Even with the unemployment rate remaining at high levels, the intention to purchase gifts increased, with a significant increase in the average ticket in the country”, analyzes the head of NielsenIQ, Marcelo Osanai.

The survey highlights that men represent the largest share of Brazilians who will buy gifts on the commemorative date.

Six out of ten people who go shopping for the period are male, with the largest share between 35 and 49 years old, the study points out. Soon after appear men between 25 and 34 years.

“Those who earn between R$4,000 and R$11,000 are the most willing to buy gifts for their partner, representing 31.5% of the total number of people. Then there are people who receive between R$ 2,200 and R$ 4,400”, the survey shows.

Clothing and beauty products will be the most frequent gifts on this Valentine’s Day, according to the survey. Alcoholic beverages also feature prominently, a sector that has recorded a sharp rise since the beginning of the Covid-19 pandemic.

However, the higher average ticket does not necessarily mean that “the present is much better” this year, compared to previous years, according to Marcelo Osanai.

According to him, high inflation and higher prices for products in general also led to a rise in the cost of gifts in 2022.

“The higher added value of products this year is totally linked to the increase in inflation in Brazil,” he said.

“Of course, we can point to the recovery of the Brazilian economy and people’s confidence in buying more expensive gifts, but inflationary pressure plays a very large part in this. Purchasing power is reduced. In practice, what you bought a year ago, you cannot buy today”, concluded Osanai.