The act of gift-giving with flowers, which for centuries was guided by emotion and tradition, is now also influenced by algorithms, engagement metrics, and visual content. Social media has transformed how consumers discover, choose, and purchase flowers and gifts—a phenomenon that reflects not only changes in consumer behavior but also a new phase of digital commerce in Brazil.
According to the Brazil Social Commerce Market Intelligence Report 2025, published by Research and Markets, social commerce—transactions occurring within social media platforms—has been gaining traction in the country. This trend is driven by increased smartphone usage, the integration of instant payment methods, and consumer demand for seamless, engaging, and personalized shopping experiences. The numbers confirm the strength of this movement: in February 2023, approximately 65% of consumers familiar with social commerce reported having made purchases directly through social media platforms. With Brazil ranking as the third-largest social media consumer market globally, according to a Comscore survey, the potential of this model becomes even more significant. The country has 131.5 million active users on these platforms, a figure that helps explain why florists are increasingly investing in strategies tailored to this environment.
For the floriculture sector, social media has become a digital storefront. The visual appeal of bouquets and floral arrangements—with their colors, textures, and symbolism—aligns perfectly with the logic of platforms like Instagram and TikTok, where aesthetics and emotion capture audience attention. High-quality photos, short behind-the-scenes videos of arrangement assembly, and interactive polls strengthen engagement and bring brands closer to consumers.
Furthermore, seasonal campaigns and exclusive promotions during holidays expand florists’ reach and stimulate consumption. The strategy is clear: turn likes into conversions. By combining emotion, sensory experience, and digital convenience, social media has redefined the act of shopping—making it more instantaneous, shareable, and interconnected.
In a context where consumers seek authenticity and connection, flowers represent something digital platforms are still trying to replicate: the genuine emotion of a simple gesture. At the same time, technology enhances this experience, making it more accessible and personalized. The union between floral arrangements and algorithms reflects the new behavior of the Brazilian consumer—digitally, visually, and emotionally connected—transforming feeds into showcases, clicks into gifts, and impulses into experiences.
