The act of gift-giving is a universal practice and it is normally seen as a manifestation of affection. Nowadays, due to the variety of options, studying the consumer behavior is essential so that professionals can understand what makes consumers actually purchase an object or not, keeping themselves competitive in the market. Since the purchasing process includes matters that influence the consumers before, during and after the act of purchasing itself, this essay aims to understand how the behavior of consumers is within the decision process for purchasing gifts for the Valentine s Day. Besides being a celebration time, special dates heat the market, not only increasing the companies profits but also influence job creation. In Brazil, the act of gift-giving is still little studied and it needs greater comprehension about the whole matter. Therefore, such study becomes relevant for the professional market. Authors such as John F. Sherry, Michael R. Solomon e Russell W. Belk were the base for the theorization of this essay. An exploratory survey was made through an interview script that was either sent by e-mail or handed to college female students ranging from 18 years old to 26 years old. At the end of this essay, it is possible to analyze the main factors that influence the consumer throughout the decision process stages of purchasing a gift for the Valentine s Day; which stage is the most complex, and the considerations to be taken into by the retail sellers in order to reach the target market within this age group.