In Mexico, the enthusiasm for the World Cup and the pressures of inflation are significantly reducing the excitement surrounding Valentine's Day. Experts indicate that this year, consumers are tightening their spending on traditional gifts such as flowers, chocolates, and romantic dinners to allocate more resources toward summer expenses amid economic uncertainty. This cautious approach reflects not only in consumer behavior but also in company strategies, where many businesses are cutting back on activations and promotions for Valentine's Day and are placing less emphasis on other celebrations in favor of the economic benefits anticipated from the World Cup.

Cuauhtémoc Rivera, president of the National Association of Small Businessmen (Anpec), highlights that spending per couple this year is expected to be between 800 to 1,000 Mexican pesos, a sharp decline from the previous year's average of 2,006 pesos. This shift in spending patterns demonstrates how consumers are prioritizing their budgets in light of rising living costs and the allure of upcoming events that promise more significant economic opportunities.

As companies adjust their strategies to reflect these changing consumer preferences, there are concerns that Valentine's Day spending could be adversely affected not only this year but also impact future holidays such as Easter and Mother's Day. This trend emphasizes the broader implications of economic pressures on cultural traditions and consumer willingness to spend in the face of competing priorities.