Valentine’s Day, celebrated on June 12th, is one of the most anticipated dates for couples across Brazil, marked by gestures of affection and gift exchanges. Unlike other countries where the celebration takes place in February, in Brazil the date was strategically positioned on the eve of Saint Anthony’s Day, celebrated on June 13th, popularly known as the ‘matchmaking saint.’ Giuliana Flores projects a 14% growth in orders compared to 2024. Considered one of the most important dates in the second quarter for commerce, the occasion reinforces the brand’s optimism, expecting an average ticket of R$ 220.
For the occasion, the company bets on diversification to cater to various consumer styles. Besides vases, floral arrangements, and bouquets, which are expected to lead sales with 70% preference, the brand’s portfolio includes chocolates, plush toys, books, and other options that can be combined into customized gift sets. Gift combos represent 20% of expected orders, while traditional breakfast baskets should reach 10%, reinforcing the variety and emotional appeal of choices.
Romance boosts e-commerce for the occasion
Valentine’s Day is among the most important dates for national retail, especially for e-commerce, which continues to expand. The e-commerce atmosphere is filled with romance and optimism. According to Portal E-commerce Brasil, sales for the special date in 2024 grew 11.8% compared to the same period the previous year, reaching a revenue of R$ 5.8 billion—so nothing different is expected for 2025.
Beyond its proximity to the matchmaking saint’s day, the date holds an interesting story. In Brazil, the choice of day was strategic: it was created by advertiser João Doria, father of the former São Paulo governor, in 1949, at the request of São Paulo retailers looking to boost commerce in a historically slow month. Since then, the day has gained strength in the country’s emotional and economic calendar, becoming a celebration of love and, of course, exchanging symbolic gifts.
Focus on seasonal holidays
Strengthening sales during seasonal holidays, such as Valentine’s Day, has been crucial to the company’s growth strategy. In 2025, the company aims to reach 800,000 deliveries, betting on these special occasions as a driver to boost results. This positive performance goes beyond numbers and highlights the brand’s commitment to a robust portfolio of over 10,000 products, quality service, and efficient logistics. Operating nationwide, Giuliana Flores offers express deliveries that, in some locations, can be completed in as little as 3 hours.
“Valentine’s Day is a special occasion for us, marked by romance in the air and the desire to celebrate love in its many forms. Flowers, especially roses, hold powerful symbolism in this context—they represent passion, affection, and connection. Our purpose goes beyond selling gifts: we aim to deliver emotions. It’s the perfect occasion to strengthen emotional bonds and express feelings that words alone often cannot convey,” emphasizes Clóvis Souza, founder and CEO of Giuliana Flores.
