Millennials have taken the lead in the flower market in Brazil. According to a survey by Giuliana Flores, customers between 25 and 34 years old answered for more than 30% of orders, totaling R$ 1.9 million, between January and November 2025. Digitized and demanding, they concentrate their purchases on the site, especially on dates such as Mother's Day and Valentine's Day, and demonstrate preference for arrangements premium, Romantic kits and combos that include wine, sparkling wine and chocolates.
The groups of 25 are34 and 35 ARE44 years old are the ones that most use the application, reinforcing the role of convenience in the digital journey. Young people of 18224 years old are still strongly influenced by social networks, which function as a showcase and direct channel for quick purchase. Already the public 45+ prefers to place orders by the WhatsApp, valuing assisted care and the security of confirming details with a consultant.
The data also reveal that there is a clear contrast between generations in the forms of consumption. The youngest, from 18 to 24 years, buy on impulse, influenced by social media trends and seasonal campaigns, opting for products “instagramables”. Already the public over 50 years, plans purchases in advance, seeks safety and quality and privileges classic arrangements, plants and orchids. This difference in behavior is also reflected in the decision time: while young people finalize the order in a few minutes, older consumers tend to analyze delivery details, occasion and durability.
When we talk about the average ticket there is also a marked difference. While the group of 18 to 24 years old registers the lowest values, from R$ 120 to R$ 150, the bands above 35 years old considerably increase the expenditure per purchase, reaching R$ 330 in the ages above 45, especially on commemorative dates.
While younger people prioritize romantic dates, birthdays and surprise gifts, consumers ages 25 to 34 lead Valentine's Day and Mother's Day, two of the biggest annual peaks in the category. Already the age group between 35 and 44 drives birthdays and romantic dates, while the 55+ audience focuses requests on religious celebrations, family events and traditional dates.
With an eye on this multifaceted behavior, the brand is preparing an expansion based on generational segmentation.The company is studying to launch three fronts: a young line, with instagrammable products, colorful packaging and kits with chocolates; a line premium, aimed at consumers between 35 and 55 years, with sophisticated arrangements and gourmet combos; and a timeless line, directed to the public 55+, with orchids, plants and affective gifts. According to the company, new seasonal curatorships should also reinforce strategic moments of the calendar.
