Giuliana Flores, the leader in online flower commerce in Brazil, is optimistic about Grandparents' Day, celebrated on July 26. The company projects a 15% increase in sales compared to the same period last year. The expected average ticket is R$ 190, reflecting people's desire to honor their grandparents with something meaningful.
The variety of options is one of the brand's main attractions, with over 20 ideas ranging from breakfast baskets, floral arrangements, chocolates, cushions, and themed kits. It is estimated that 80% of orders are for flowers accompanied by accessories, while the remaining 20% are divided between baskets and other items.
Discounts and promotions
To encourage early purchases, the company has been investing in promotional actions that yield significant results. Special offers on the website — starting at R$ 49.90 — and the creation of customized products for the occasion have attracted a large number of customers, contributing to an increase in sales.
Gifts that tell stories
This year's campaign, titled "Gifts that tell stories," aims to convey that this is an opportunity to honor and celebrate the wisdom and legacy that grandparents share with the family. The action highlights how each gift can be a way to thank for the unforgettable moments they provided, as well as create new memories for a lifetime.
“We want to show that grandparents are guardians of family traditions, and our pieces can serve as a link between the past and the future,” explains Clóvis Souza, CEO and founder of Giuliana Flores.
Strategy and trends
The strategy for this seasonal date involves close monitoring of 100% of the consumer, from purchase on the website to delivery. The company also invests in its app, which offers promotions and special services, such as the subscription club. "Our app has proven to be a very effective channel, especially in the days leading up to celebratory events. The convenience and exclusive offers have been winning over our audience," highlights Souza.
