Valentine's Day, celebrated on June 12th, is one of the most anticipated dates for couples across Brazil, marked by gestures of affection and gift exchanges. Unlike other countries, where the celebration takes place in February, in Brazil the date was strategically positioned on the eve of Saint Anthony's Day, celebrated on June 13th, who is popularly known as the "marriage saint." Giuliana Flores projects a 14% growth in the number of orders compared to 2024. Considered one of the most important dates of the second quarter for commerce, the occasion reinforces the brand's optimism, which expects an average ticket of R$ 220.
As of now, the company relies on diversification to cater to a wide range of consumer styles. In addition to vases, floral arrangements, and bouquets, which should lead sales with 70% preference, the brand's portfolio includes chocolates, plush toys, books, and other options that can be combined into personalized kits. Combo gift sets represent 20% of order expectations, while traditional breakfast baskets are expected to reach 10%, highlighting the variety and emotional appeal of the choices.
Romance drives e-commerce on data
Valentine's Day is among the most important dates for the national retail sector, with a focus on e-commerce, which continues to grow. The climate in e-commerce is one of romance and optimism. According to the E-commerce Brasil Portal, sales on the special date in 2024 grew by 11.8% compared to the same period the previous year, reaching a revenue of R$ 5.8 billion, so nothing different is expected for 2025.
In addition to the proximity to the day of the wedding saint, the date holds a curiosity. In Brazil, the choice of the day was strategic: it was created by advertising executive João Doria, father of the former governor of São Paulo, in 1949, at the request of São Paulo shopkeepers seeking to boost commerce during a historically slow month. Since then, the day has gained prominence in the country's emotional and economic calendar, becoming a moment to celebrate love and, of course, to exchange symbolic gifts.
Focus on commemorative dates
The strengthening of sales during commemorative dates, such as Valentine's Day, has been fundamental to the company's growth strategy. In 2025, the company plans to reach 800,000 deliveries, betting on these special occasions as a driver to boost its results. This positive performance goes beyond the numbers and highlights the brand's commitment to a robust portfolio of over 10,000 products, quality service, and efficient logistics. Operating throughout the national territory, Giuliana Flores offers express deliveries that, in some locations, can be completed within 3 hours.
"Valentine's Day is a special date for us, marked by romance in the air and the desire to celebrate love in its many forms. Flowers, especially roses, have a powerful symbolism in this context — they represent passion, affection, and connection. Our purpose goes beyond selling gifts: we want to deliver emotions. It is a perfect occasion to strengthen emotional bonds and express feelings that words often cannot translate," emphasizes Clóvis Souza, founder and CEO of Giuliana Flores.
