The 2026 Valentine's Day celebration in Latin America is shaping up to be a critical milestone for commerce, driven by an evolution in consumption habits and accelerated digitalization.
The concept of the celebration has diversified into areas such as self-care, friendship, and shared experiences, opening a wider spectrum of opportunities for various economic sectors. For this 2026 Valentine's cycle, it is estimated that 60% of all transactions linked to the date will be made through online platforms.
The strategy focuses on creating specific 'contextual territories', such as wellness, technology, personalized gifts, experiences, and convenience. The demographic segment aged 25 to 40 is consolidating as the main engine of consumption for Valentine's 2026 in the Latin American region, with the average spend per person at 55 USD.
Facing an increasingly selective consumer, contextual advertising emerges as the premier strategic tool. By using artificial intelligence through the EXTE ai platform, brands can position themselves next to high-quality editorial content that matches the user's interests. This trend towards digitalization requires brands to optimize their touchpoints throughout the entire purchasing process.
«The differential is in understanding when and where to communicate so that each message is relevant and generates real impact,» states the executive. The goal for Valentine's 2026 is to transform the date into an opportunity to build meaningful links in an ever more demanding market, ensuring measurable results and clear differentiation from the competition.
