Giuliana Flores records an average 50% increase in sales during major holidays compared to regular months. In recent years, occasions such as Mother's Day, Women's Day, and Valentine's Day have become some of the strongest in the brand's calendar. This result reflects the strengthening of sentimental consumption in the digital environment and the expansion of the habit of gifting flowers, a trend that has gained momentum even among younger consumers, especially from Generation Z, reinforcing the company's leadership in the market.
Mother's Day, celebrated in May, occupies a prominent position. The date is the most representative for the brand, surpassing until Christmas, traditionally the strongest retail period. On average, the month of mothers records a sales volume 15% higher than the other commemorative dates, consolidating itself as the main time of the year for the and e-commerce.
Among the most sought-after products are bouquets, which account for 40% of sales, followed by bouquets accompanied by add-ons at 30%, and special gift baskets, responsible for 20% of the commercialized volume. The company offers a diversified portfolio, which includes books, breakfast baskets, chocolates, and various items, totaling over 10,000 products available on the website.
Consumer purchasing behavior varies depending on the day of the week the holiday falls on and the ongoing campaigns. Although many customers shop in advance, a significant portion leaves it to the last minute to purchase gifts, a challenge that requires logistical agility and large-scale service capacity. In this context, promotions and coupons play a strategic role, especially during seasonal periods. These actions serve as consumption triggers, stimulating the purchase of sentimental and shared gifts, and contributing to increasing the order volume in the weeks leading up to major celebrations.
Holidays account for approximately 12% of the company's annual revenue. In 2025, the company projects to exceed 800,000 deliveries and expand its presence to new cities across the country, strengthening partnerships with brands from different segments and growing the subscription club. With 65% of market share in Brazil, the company continues to invest in the expansion of physical stores and franchises, a model launched during this year's ABF, and in the logistical efficiency ensured by its 6,000 m² distribution center in São Caetano do Sul (SP), capable of fulfilling 85% of orders within one hour.
“Special dates play an essential role for us, not only due to the increase in sales but because of what they represent. Flowers remain one of the most genuine gestures of affection and connection between people. It is rewarding to see that, even with transformations in consumption, this symbol of care remains relevant and meaningful for different generations,” states Clóvis Souza, founder and CEO of Giuliana Flores.
