A data profile of the people who buy, follow and care about Valentine's Day in Brazil — modelled from more than twelve digital signal sources. Valentine's Day has an estimated audience of 4,010,070 people in Brazil.
The average Valentine's Day fan in Brazil is 43.2 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Vestcasa, VOO, Barbie, with strongest over-indexing on Vestcasa (8.59× the country average).
Demographically, the Valentine's Day audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Valentine's Day fan in Brazil is more female, around 43.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Vestcasa.
The key figures that characterise the Valentine's Day profile in Brazil.
74.9% are female, 25.1% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 74.9% |
| Male | 25.1% |
| Average age | 43.2 |
| Estimated audience size | 4,010,070 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Valentine's Day audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 25.7% |
| United Kingdom | 5.6% |
| Brazil | 5.6% |
Where the Valentine's Day audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~300K | 1.39× | |
| 02 | Roraima | ~20K | 1.38× | |
| 03 | Rio Grande do Sul | ~300K | 1.23× | |
| 04 | Amazonas | ~90K | 1.23× | |
| 05 | Paraná | ~300K | 1.20× | |
| 06 | São Paulo | ~1M | 1.15× | |
| 07 | Mato Grosso do Sul | ~70K | 1.15× | |
| 08 | Federal District | ~80K | 1.14× | |
| 09 | Amapá | ~20K | 1.06× | |
| 10 | Pernambuco | ~200K | 1.05× | |
| 11 | Rondônia | ~30K | 0.98× | |
| 12 | Rio Grande do Norte | ~60K | 0.95× | |
| 13 | Rio de Janeiro | ~400K | 0.94× | |
| 14 | Goiás | ~100K | 0.94× | |
| 15 | Minas Gerais | ~400K | 0.93× | |
| 16 | Sergipe | ~40K | 0.91× | |
| 17 | Ceará | ~200K | 0.90× | |
| 18 | Pará | ~100K | 0.90× | |
| 19 | Paraíba | ~70K | 0.90× | |
| 20 | Espírito Santo | ~70K | 0.88× | |
| 21 | Maranhão | ~90K | 0.86× | |
| 22 | Acre | ~10K | 0.86× | |
| 23 | Mato Grosso | ~60K | 0.85× | |
| 24 | Piauí | ~50K | 0.85× | |
| 25 | Alagoas | ~50K | 0.84× | |
| 26 | Tocantins | ~20K | 0.82× | |
| 27 | Bahia | ~200K | 0.73× |
The strongest cross-interests of the Valentine's Day audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vestcasa | Shopping | 8.59× | ||
| 02 | La Vie est Belle (1987 film) | Movies & TV | 5.89× | ||
| 03 | VOO | Technology & Electronics | 4.49× | ||
| 04 | Bride | Kids & Family | 2.90× | ||
| 05 | Weddings | Kids & Family | 2.11× | ||
| 06 | Handbags | Fashion & Accessoires | 1.92× | ||
| 07 | Emotional intelligence | Health | 1.85× | ||
| 08 | Barbie | Movies & TV | 1.82× | ||
| 09 | Marriage | Kids & Family | 1.74× | ||
| 10 | Spas | Beauty & Wellness | 1.73× | ||
| 11 | Woman | Kids & Family | 1.72× | ||
| 12 | Boutiques | Fashion & Accessoires | 1.72× | ||
| 13 | Dresses | Fashion & Accessoires | 1.71× | ||
| 14 | Desserts | Food & Beverages | 1.69× | ||
| 15 | Hair products | Beauty & Wellness | 1.67× | ||
| 16 | Discount stores | Shopping | 1.67× | ||
| 17 | Infant | Kids & Family | 1.63× | ||
| 18 | Beauty salons | Beauty & Wellness | 1.56× | ||
| 19 | Chocolate | Food & Beverages | 1.53× | ||
| 20 | Jewelry | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.56× | |
| Creativity | OPEN | 1.55× | |
| Community Orientation | OPEN | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.87× | |
| Risk Appetite | THRILL | 0.96× | |
| Pet Ownership | JOY | 0.99× |
Valentine's Day has an estimated audience of 4,010,070 people in Brazil, concentrated in São Paulo and Minas Gerais.
74.9% of Valentine's Day fans are female, 25.1% are male, with an average age of 43.2 years.
Valentine's Day fans show strongest brand affinity for Vestcasa (8.59×), VOO (4.49×), and Barbie (1.82×) over the country average.
Valentine's Day fans in Brazil are most concentrated in São Paulo (reach ~1M), Minas Gerais (reach ~400K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Valentine's Day itself, the audience over-indexes on VOO (4.49×), Barbie (1.82×), La Vie est Belle (1987 film) (5.89×), and Woman (1.72×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Valentine's Day. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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