Giuliana Flores recorded a 30% increase in sales of decoration products between January and June 2025, mainly driven by women.millennialsand Generation X. According to a survey based on the purchasing profile of the brand's customers during this period, women 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 the 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 the period are the permanent arrangements, such as preserved roses from the line.Home Decor, as well as scented candles, air freshener sprays, and vases with fresh flowers. Purchases took place both through e-commerce and in 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, a value higher than the overall average ticket, which reinforces the premium nature and the added value proposition of these products.
To further boost sales, the company has been betting on special dates, taking advantage of the search for affectionate and personalized gifts. Among the main occasions that drove the segmentdecorthey are Valentine's Day, International Women's Day, and mainly, Mother's Day, which appears as the most prominent date for commerce after Christmas. During these times, interest in plants and decorative products grows, with consumers seeking options that combine beauty and meaning.
As part of its strategy to encourage the use of plants and related items in decoration, the brand invested in digital campaigns showcasing composition and ambiance ideas with its products. The company also strengthened content production on the blog and social media, with suggestions and combinations that inspire consumers to integrate bouquets and decorative items into different styles of environments.
"We have closely monitored the behavior of our consumers and have noticed a very clear trend: plants and decorative items have become part of their daily lives, not only on special occasions but also as elements to transform home environments. Therefore, in addition to expanding our lines with scented candles, air sprays, and kits that combine different products, we are heavily investing in content campaigns with themes such as 'Decorate your home with flowers.' Our goal is to inspire the audience to see floral arrangements as key pieces for the home and to offer solutions that combine beauty, well-being, and personality to the spaces," shares Clóvis Souza, founder and CEO of Giuliana Flores.
