The adoption of strategic discounts has proven to be a significant driver of growth for Giuliana Flores, without compromising the premium . Research conducted by the company indicates that, between March and November 2025, discounted purchases grew by 30% compared to the previous year, driven primarily by seasonal dates such as Mother's Day and Valentine's Day. This trend was also reinforced by the expansion of physical stores and kiosks, which amplified the effect of combined promotions between stores and digital channels. The result reflects a model based on careful product curation for promotions, exclusive coupons, and an omnichannel , which strengthened categories of items such as combos, special baskets, and mid-priced arrangements, ranging from R$140 to R$220.
When broken down by product type, the discounts had the greatest impact on categories already established in the company's portfolio. Premium remained the main highlight, while kits and combos, which combine flowers with chocolates, wines, or plush toys, saw strong demand. Special baskets, romantic collections, and mid-priced arrangements also emerged as among the most sought-after items.
Regarding channels, the website maintained the highest conversion volume, but the app showed the fastest growth, driven by exclusive coupons. Social media gained traction with influencer campaigns, while WhatsApp showed strong performance among consumers over 40.
The research also indicates that discounts contributed to strengthening customer loyalty. Consumers aged 25 to 44 who took advantage of coupons on peak demand dates, such as Mother's Day and Valentine's Day, registered the highest repurchase rates in the following months, especially through the app and email marketing campaigns. Another relevant behavior came from customers who enter through promotional combo deals: this group, attracted by kits and baskets with good cost-benefit, is the one that most often returns to give gifts again.
The promotions also revealed striking differences in consumer profiles. The 25-34 age group, more digitally savvy and highly responsive to coupons, led in participation, followed by the 35-44 age group, which recorded higher average purchase values and strong conversion rates. From a geographical perspective, the Southeast and South regions concentrated the largest share of discounted purchases, with São Paulo, Rio de Janeiro, Paraná, and Santa Catarina standing out, while the Central-West region showed above-average growth during the analyzed period.
Gender-based behavior also drew attention. Women tend to use coupons in a planned way on holidays, spreading their purchases throughout the campaigns. Men, on the other hand, concentrate their purchases in moments of urgency, especially on romantic kits and premium , reinforcing the weight of last-minute promotions in the sector's performance.
The combination of profiles, habits, and seasonality helps explain why discounts, when applied strategically, continue to expand brand reach without destroying its premium . By targeting them intelligently and in a controlled manner, the company can attract new audiences, stimulate repeat purchases, and strengthen its presence in digital channels, while preserving the perceived value of its products.
