Giuliana Flores recorded a 30% increase in sales of decoration-oriented products between January and June 2025, driven mainly by women millennials and Generation X. According to a survey based on the purchasing profile of the brand’s customers during this period, female consumers between 30 and 55 years old, especially from the Southeast and South regions, have been increasingly investing in permanent arrangements, dried flowers, and vases with fresh plants to decorate their spaces. Representing 70% of purchases, this audience shows greater interest in items that combine aesthetics, well-being, and personality in home spaces.
Among the categories that stood out the most during this period are permanent arrangements, such as preserved roses from the Home Decorline, as well as scented candles, room sprays, and vases with fresh flowers. Purchases occurred both through e-commerce and the brand’s physical stores, reflecting consumers’ interest in decorative solutions across different channels. The average ticket for these purchases ranged between R$200 and R$350, higher than the overall average ticket, reinforcing the premium nature and added value proposition of these products.
To further boost sales, the company has been focusing on holidays, capitalizing on the search for emotional and personalized gifts. Among the main occasions that drove the decor segment are Valentine’s Day, International Women’s Day, and especially Mother’s Day, which stands out as the most prominent commercial date after Christmas. During these times, interest in plants and decorative products gains momentum, with consumers seeking options that combine beauty and meaning.
As part of its strategy to encourage the use of plants and similar items in decoration, the brand invested in digital campaigns showcasing composition and styling ideas with its products. The company also strengthened content production on its blog and social media, with suggestions and combinations that inspire consumers to integrate bouquets and decorative items into different styles of environments.
“We have been closely monitoring the behavior of our female consumers and noticed a very clear trend: plants and decoration items have become part of their daily lives, not just during holidays but also as elements to transform home spaces. That’s why, in addition to expanding our lines with scented candles, room sprays, and kits that combine different products, we are heavily investing in content campaigns with themes like ‘Decorate your home with flowers.’ Our goal is to inspire the audience to see floral arrangements as key pieces for the home and offer solutions that combine beauty, well-being, and personality in spaces,” shares Clóvis Souza, founder and CEO of Giuliana Flores.
