The flower market in Brazil has shown significant growth in recent years, driven especially by commemorative dates such as Mother's Day, Valentine's Day and International Women's Day, among others. 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 amount. This evolution demonstrates the potential of the segment and reinforces the need for effective strategies to maintain a continuous flow of sales throughout the year.
Commemorative dates play a very important role in the floriculture sector, moving the orders and strengthening the relationship of consumers with this type of gift. On special occasions, like Mother's Day, there is a significant increase in demand. A study published in the "Journal of Micro and Small Business" indicated that women can pay up to 110,1% more for the desired flower on Mother's Day, highlighting a lower sensitivity to price during this period.
However, other occasions are also fundamental for the performance of the segment. On Valentine's Day, for example, consumers choose floral arrangements as a romantic expression, while on International Women's Day the demand intensifies with purchases for tributes in corporate and personal settings. Even at Easter, many people choose bouquets and vases as an option to complement traditional chocolates.
Strategies to boost sales throughout the year
Product diversificationbesides the traditional bouquets, offer ornamental plants, customized arrangements and monthly subscriptions can attract new customers and retain existing ones. The sale of kits combining flowers with chocolates, wines or decorative items also increase the average purchase value.
Digital marketing and loyalty actionsthe online presence is essential for the success of florists. Social networks, segmented campaigns and email marketing are essential tools to strengthen relationships with customers and encourage repeat purchases. Loyalty programs, such as discounts for frequent customers or rewards for referrals, they are effective alternatives to increase audience engagement.
Adaptation to seasonalitydespite traditional dates being the main drivers of sales, there are other opportunities throughout the year. Events such as weddings, birthdays, funeral tributes and inaugurations represent market niches to be explored. The creation of themed campaigns for each occasion can enhance the relevance of the florist in the market.
With a well-planned approach, diversified and aligned with the constant changes in the market, it is possible to ensure consistent performance throughout the year. Invest in innovative strategies, understanding consumer preferences and adapting to seasonal trends are essential factors for driving sales and strengthening the brand. In this way, the flower retail can become not only a profitable business, but also resilient, able to stand out even in challenging times.
