Discounted purchases grew 30% at Giuliana Flores

The adoption of strategic discounts has proved to be a relevant engine for the growth of Giuliana Flores, without compromising the positioning premium of the brand. A survey conducted by the company indicates that, between March and November 2025, discount purchases grew 30% compared to the previous year, driven mainly by seasonal dates such as Mother's Day and Valentine's Day. The movement was also reinforced by the expansion of physical units and kiosks, which expanded the effect of promotions combined between stores and digital channels. The result reflects a model based on careful curation of products for promotions, exclusive coupons and strategy omnichannel, which strengthened categories of items such as combos, special baskets and intermediate ticket arrangements, from R$ 140 to R$ 220.

In the product cutout, the discounts had greater effect on categories already consolidated in the company's portfolio. red roses premium They followed as the main highlight, while kits and combos, which combine flowers with chocolates, wines or plushies, registered a strong membership. Special baskets, romantic collections and intermediate ticket arrangements also emerged among the most sought after.

On the channel side, the site maintained the highest conversion volume, but the app showed the fastest growth, driven by exclusive coupons. Social networks have gained traction with influencer campaigns, while WhatsApp showed strong performance among consumers over 40 years old.

The survey also indicates that discounts contributed to strengthening loyalty. Consumers aged 25 to 44 who took advantage of coupons on dates of greater demand, such as Mother's Day and Valentine's Day, recorded the highest repurchase rates in the following months, especially through the app and email marketing campaigns. Another relevant behavior came from customers who enter through the door of promotional combos: this group, attracted by kits and baskets with good cost-benefit, is the one that returns the most to gift again.

The promotions also revealed marked differences in the profile of consumers. The age groups between 25 and 34 years old, more digital and highly responsive to coupons, led the membership, followed by the 35 to 44 year old group, which registers higher tickets and strong conversion. From a geographical point of view, the Southeast and South concentrated the largest share in discounted purchases, with emphasis on São Paulo, Rio de Janeiro, Paraná and Santa Catarina, while the Midwest showed growth above average in the analyzed period.

Gender behavior also drew attention. Women tend to use coupons in a planned way on commemorative dates, distributing purchases throughout the campaigns. Men, on the other hand, concentrate their shopping in moments of urgency, especially in romantic kits and combos premium, reinforcing the weight of last-minute promotions on the sector's performance.

The combination of profiles, habits and seasonality helps to explain why discounts, when applied strategically, continue to expand the brand's reach without ending its identity. premium. By directing them in an intelligent and controlled way, the company manages to attract new audiences, stimulate repurchase and strengthen its presence in digital channels, while preserving the perceived value of its products.