The flower market in Brazil has been transforming in recent years driven by the growth of online commerce and the customers' search for convenience and personalized experiences. Data from the Brazilian Institute of Floriculture (Ibraflor) reveals that the sector's GDP jumped from R$ 11,9 billion in 2020 to R$ 19,9 billion in 2023, with the state of São Paulo accounting for 40% of this value. The scenario, allied to the popularization of subscription clubs, evidences a trend that promises to expand the reach of plant retail through recurring purchase models.
The changes in consumer behavior, especially after the pandemic, accelerated the migration to online commerce. The search for practicality and the appreciation of time contributed to the adoption of subscription services, which ensure regular and personalized deliveries. In the flower segment, the model not only expanded business opportunities, but also helped stabilize revenues and optimize inventory management of the flower shops. According to the 2024 Subscription Survey, conducted by Opinion Box for Vindi, 39% of consumers maintained their subscription habits even after the pandemic period, demonstrating the consolidation of new consumption patterns.
Flower subscription club: how it works?
This type of service consists of regular deliveries of products for a monthly payment, similarly to the services ofstreaming. In the case of plants, subscribers can receive floral arrangements and botanical products according to the defined frequency – weekly, biweekly or monthly –, in addition to benefits such as special curation, gifts and care tips. The strategy allows companies to ensure recurring revenue and retain customers, while subscribers enjoy the convenience of not having to worry about individual purchases.
Benefits for companies and consumers
Therefore, the subscription club brings advantages for both businesses and subscribers. For the flower shops, it guarantees a predictable revenue, facilitating financial management and enabling strategic investments. Furthermore, the recurrence of purchases reduces the need for constant marketing actions to attract new customers, since loyalty becomes a central pillar of the model. Another significant advantage is inventory optimization, once demand can be better planned, reducing waste and ensuring greater operational efficiency. On the side of consumers, the service represents a gain in practicality. Moreover, many clubs offer special conditions for subscribers, as differentiated prices, gifts and access to exclusive varieties.
The growth of the subscription market in the sector reflects a consolidated trend of recurring consumption, driven by the pursuit of convenience and personalization. With a growing market and new opportunities arising, subscription clubs will be an essential part of the shopping experience in Brazil.
