Valentine's Day E-Commerce Growth in Mexico: Health &Beauty Surge

Valentine's Day has become an important promotional event in Mexico's e-commerce sector, significantly driving online sales and boosting demand across multiple product categories.

According to Tiendanube data, Valentine’s Day not only boosts overall sales but also diversifies the popular categories. This year, in addition to a 49% increase in gift sales, jewelry grew by 20%, health and beauty saw a 30% growth, and food and beverages surged by 55%. This indicates that consumer demand is no longer limited to traditional gifts, but has become more diverse, prompting e-commerce platforms to continually optimize their category offerings to align with market trends.

Health and beauty, fashion, pets, gifts, and toys are the most popular categories this season, with average order values exceeding 1,100 pesos. Among these, consumers from Jalisco spent the most, at 1,698 Mexican pesos, followed by those from Mexico State (1,614 pesos), Sinaloa (1,579 pesos), and Mexico City (1,230 pesos).

In terms of gift selection, Mexican consumers maintain traditional preferences while also leaning toward personalized options. Classic romantic gifts, such as rose necklace gift sets, illuminated rose balloons, watches, and jewelry sets, remain bestsellers. At the same time, an increasing number of consumers are opting for items that symbolize friendship and self-care, including thermoses, jewelry boxes, mugs, candies, and chocolates.

Data shows that 70% of Valentine’s Day online transactions in Mexico are completed via mobile devices, reflecting consumers' high reliance on mobile shopping. In terms of payment methods, debit and credit cards account for 47%, while digital wallets and cash payments each make up 10%. Additionally, 83% of consumers choose home delivery to ensure timely arrival.