Giuliana Flores conducted another survey to profile Brazilian consumers. Based on its database, the company identified that most customers belong to Generation Y, also known as Millennials — consisting of people born between 1981 and 1996. Between January and April 2025, this group accounted for 63.08% of the 45,000 orders placed on the brand’s website. Generation Z (born between 1997 and 2012) came next, with 32.22%, indicating promising growth potential.
On special occasions, Millennials and Generation Z stand out as the main consumers on Women’s Day. Valentine’s Day is remembered by all age groups, while Mother’s Day has greater appeal among Boomers (born between 1946 and 1964) and the Silent Generation (born between 1928 and 1945).
When it comes to average spending, Boomers and the Silent Generation, aged between 75 and 84, spend the most, with an average ticket of R$190. Millennials record values between R$157 and R$165, while Generation Z follows closely, with an average ticket between R$155 and R$157 — a subtle difference between the two youngest groups. Regardless of age, flowers remain the unanimous preference among consumers. In a ranking of the top 10 best-selling kits by age, all include floral arrangements, reinforcing their role as the most symbolic and versatile gift. However, combined kits — with wine or chocolates — stood out especially among buyers aged 25 to 54, who show greater interest in complete and personalized gifts.
When analyzing the total volume of purchases in e-commerce, Millennials and Generation Z lead in participation. The survey was conducted between January and May 2025, considering the following age groups: 18-24, 25-34, 35-44, 45-54, 55-64, 65-74, 75-84, and 85+.
“In recent years, we have significantly expanded our portfolio to cater to the most diverse consumer profiles. Today, we have over 10,000 items available on our website. Even so, flowers remain the unanimous choice to touch hearts — present in all the best-selling kits, regardless of age,” shares Clóvis Souza, CEO of Giuliana Flores.
