Love must beat inflation on Valentine’s Day

Iago Brigato, 24, and Beatriz Alexandre, 21, are not “Eduardo and Mônica”, but, like the couple immortalized in the music of the band Legião Urbana, they will meet at Parque da Cidade, in the federal capital. Promoting a picnic by the lake was the way they found to circumvent the 11.73% inflation accumulated in the last 12 months, which threatened the celebration of Valentine’s Day, this Sunday (12).

“It’s all so expensive that the options are few,” says Brigato, an international relations student who works as an administrative assistant. “We thought about having a picnic, because a restaurant is too expensive.”

In capitals such as Brasília (DF) and Belo Horizonte (MG), a complete menu for Valentine’s Day dinner can cost R$200 per person. Nothing encouraging for Iago and Beatriz.

“Whatever is in the picnic basket will depend a lot on the prices at the supermarket. We agree that we don’t need gifts. Just each other’s company is enough”, he says, who earns about a minimum wage (R$ 1,212 in 2022).

Beatriz, who is also studying international relations, has just come out of an internship and is looking for a job in the market. “These days, it seems like the money isn’t worth as much as it was. It’s too tight, you can’t do anything more elaborate. Inflation is to blame for cutting many of our plans, but we won’t stop celebrating.”

Abrasel (Brazilian Association of Bars and Restaurants) hopes that couples like Iago and Beatriz are the exception. “The best date of the year for the sector is Valentine’s Day, because couples start to consume from breakfast, through lunch, dinner and even consumption at the motel’s restaurant”, says Paulo Solmucci Jr., president from Abrasel.

The expectation for this year is a 30% increase in sales compared to last year – in places like São Paulo the optimism is even greater, up 50%. “This year we have no restrictions and the service is complete, with the houses with a full staff of professionals”, says Solmucci.

Bars and restaurants have laid off around 1.3 million workers in the pandemic, but have already hired 1 million. “Many establishments have automated some processes or have become more productive,” he says.

In addition, says the Executive, the restaurants transferred only 6% of inflation to prices, precisely so as not to scare away the clientele. “About 28% of establishments across the country are working at a loss,” says Solmucci. “They’re doing gymnastics with the menu.”

Abrasel estimates revenues of R$ 400 billion for this year, with real growth between 3% and 5% over last year.

Clothes and dinners are the main gifts

Clothes and dinners appear as the main shopping options for Valentine’s Day in a survey by Spot Metrics, a data intelligence startup for physical retail. According to the survey, carried out online with 400 people from classes A, B and C nationwide, 71% of consumers will shop on the date –15% of them for themselves, just to take advantage of promotions. Clothes (21%) and dinners (19%) top the list.

“Boyfriends want to experience this year experiences they haven’t had in the last two years, because of the pandemic”, says Raphael Carvalho, CEO of Spot. “They want to look for something nice to give as a gift, but inflation ends up limiting this search a little.”

According to the survey, 72% intend to spend a maximum of R$300 on gifts or celebrations. Among those in love, 50% go in search of low prices and promotions, while 44% will favor quality or the brand when choosing the gift.

University student Karlla Moura, 21, from Brasília, really wanted to give an outfit as a gift to her boyfriend Lucas, 23. “This year it’s impossible to give a gift”, says she, who earns a minimum wage as an administrative assistant, just like her boyfriend. The couple decided to control the expenses on the card, since last month, to have a special celebration at his house.

“I’ll prepare the decoration, and he, the dinner. There will be pasta, fondue and wine. We’ll stay on the slab of his house, from where you can see the stars”, he says.

Another survey, by the digital marketing agency All In, pointed out that the number of people interested in giving gifts this Valentine’s Day in 2022 reached 61% (against 53% last year). But in addition to love, prices have also grown: the main spending intention in 2021 was from R$51 to R$100 (31% option). But this year, the preferred range became R$101 to R$200 (26% option), due to the increase in gifts.

Natália Manzano, 36, from Marília (SP), also decided to improvise to live a climate of economic romance this Valentine’s Day. “Gifts are very expensive and restaurant reservations are absurd. After two years of dating, we decided this year not to give gifts to each other”, says the business administrator.

Natalia and her boyfriend are going camping. “We like nature, we enjoy the fire, a guitar, a wine. What matters is staying together, let’s make a different night, better than just going out to dinner.”