Valentine’s Day, celebrated on June 12th, is one of the most anticipated dates for couples throughout 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 the Day of Saint Anthony, celebrated on June 13th, popularly known as the “matchmaking saint.” Giuliana Flores projects a 14% growth in the number of 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 is betting on diversification to meet the various styles of consumers. In addition to vases, floral arrangements, and bouquets, which are expected to lead sales with 70% preference, the brand’s portfolio includes chocolates, stuffed animals, books, and other options that can be combined into personalized kits. Present combos represent 20% of the order expectation, while traditional morning coffee baskets are expected to reach 10%, reinforcing the variety and emotional appeal of the choices.
Romance Drives E-commerce on the Date
Valentine’s Day ranks among the most important dates for national retail, with a focus on e-commerce, which continues to expand. The atmosphere in e-commerce is one of romance and optimism. According to the E-commerce Brazil Portal, sales on the special date in 2024 grew by 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.
Besides the proximity to the saint of marriage day, the date holds an interesting fact. In Brazil, the choice of the day was strategic: it was created by the publicist João Doria, father of the former governor of São Paulo, in 1949, at the request of São Paulo retailers seeking to boost commerce in a historically weak month. Since then, the day has gained strength in the country’s emotional and economic calendar, becoming a moment of celebration of love and, of course, the exchange of symbolic gifts.
Focus on holidays
The reinforcement of sales during holidays, such as Valentine’s Day, has been essential to the company’s growth strategy. In 2025, the company projects reaching the milestone of 800,000 deliveries, betting on these special occasions as a driving force for boosting its results. This positive performance goes beyond the numbers and highlights the brand’s commitment to a robust portfolio of over 10,000 products, quality service, and efficient logistics. Operating throughout the national territory, Giuliana Flores offers express deliveries that, in some locations, can be done in up to 3 hours.
“Valentine’s Day is a special day for us, marked by romance in the air and the desire to celebrate love in its various forms. Flowers, especially roses, have a powerful symbolism in this context – they represent passion, affection, and connection. Our purpose goes beyond selling gifts: we want to deliver emotions. It is a perfect occasion to strengthen emotional bonds and express feelings that, often, words cannot translate,” highlights Clóvis Souza, founder and CEO of Giuliana Flores.
