Giuliana Flores plans to strengthen its team for Black Friday and Christmas, with a 20% growth in sales

At an accelerated expansion pace in 2025, Giuliana Flores plans to strengthen its workforce to keep up with the projected growth. Latin America's largest flower retailer forecasts a 20% increase in sales during the key holiday dates of the second half: Black Friday and Christmas, driven by thematic campaigns, new product launches, and the strengthening of online and corporate purchases. To meet the high demand, the company will hire 35 temporary employees in the production area, reinforcing the assembly, packaging, and shipping teams.

During Black Friday, with the Black Flower, campaign, the most sought-after items are daisies, blue orchids, dried flowers, and promotional kits from its own line. For Christmas, the top-demand items are typically Christmas baskets with roses, arrangements with pine cones and candles, enchanted roses, and giftable kits with air fresheners and candles from the brand's exclusive line, reinforcing customers' preference for sophisticated and sentimental gifting options.

During the Black Flowercampaign, the name given by the company to its Black Friday, the order volume triples compared to a regular day. To meet the high demand, the company reinforces its teams, implements extra shifts, and intensifies the production and shipping pace. For 2025, the expectation is a 20% sales growth compared to the previous Black Friday, driven by promotional actions, new giftable kits, and the expansion of the product mix. For Christmas, the brand projects a 25% increase compared to December 2024, with emphasis on the growth in purchases of Christmas baskets, thematic arrangements, and corporate kits.

Far beyond digital

The company continues to expand its physical presence with a network of 18 company-owned stores and 3 franchises, consolidating itself as a benchmark for innovation in the flower and gift retail sector. There are 14 large stores distributed across strategic neighborhoods in São Paulo and the Metropolitan Region, such as Vila Nova Conceição, Aclimação, Santo André, Moema, Tatuapé, Higienópolis, Ipiranga, Guarulhos, Perdizes, Mooca, São Caetano do Sul, São Bernardo do Campo, and Indianópolis, in addition to two boutiques located in Vila Nova Conceição and Rua Augusta. The brand also has two company-owned kiosks and three franchised ones, which function as convenience points and reinforce the company's omnichannel experience.

The opening of physical stores, following the success of e-commerce, represents an innovative strategy that goes against the grain of other brands in the sector, aiming to complement the virtual environment and serve consumers who still prefer in-person contact when making a purchase. Furthermore, the company installed three vending machines at Shopping Penha and at terminals 2 and 3 of the arrival hall at Guarulhos Airport, offering quick and practical purchases at any time. In 2025, the company officially launched its franchise model during the ABF, with the goal of reaching between 10 and 15 new units by June 2026, reinforcing its commitment to expand its operations and reach an even larger audience.

“Our goal is to expand services and enhance the customer experience, both in the online environment and in physical stores. With the sales growth during the special year-end dates, we are very optimistic for 2025 and prepared to meet the growing demand for special gifts. To this end, we will strengthen our team, ensuring even more agile and personalized service,” states Clóvis Souza, CEO of Giuliana Flores.