Flowers, gifts and algorithms: the impact of social networks on purchasing decisions

The gesture of gift giving with flowers, which for centuries was guided by emotion and tradition, is now also influenced by algorithms, engagement metrics and visual content. Social networks have transformed the way consumers discover, choose and buy flowers and gifts, a phenomenon that reflects not only changes in public behavior, but a new phase of digital commerce in Brazil.

According to the Brazil Social Commerce Market Intelligence Report 2025, published by Research and Markets, social commerce, which occurs within media platforms, has been consolidating in the country. The trend is driven by the increase in the use of smartphones, by the integration of instant payment means and by the search of consumers for fluid, engaging and personalized shopping experiences.The numbers confirm the strength of this movement: in February 2023, about 65% of consumers familiar with social commerce have already made purchases directly by social networks. And with Brazil occupying the position of the third-core of the world's largest consumer environment, with social media.1.

For the floriculture sector, social networks have become digital showcases. The visual appeal of bouquets and floral vases, with their colors, textures and symbolism, perfectly matches the logic of platforms such as Instagram and TikTok, where aesthetics and emotion guide the attention of the public. Well-produced photos, short videos showing the backstage of the assembly of arrangements and interactive polls strengthen engagement and bring brands and consumers closer.

In addition, seasonal campaigns and exclusive promotions on commemorative dates expand the reach of flower shops and stimulate consumption. The strategy is clear: turn likes into conversions.By combining emotion, sensory experience and digital practicality, social networks have redefined the act of buying, now much more instant, shareable and connected.

In a context in which the consumer seeks authenticity and connection, flowers represent something that digital platforms still try to reproduce: the genuine emotion of a simple gesture. At the same time, technology enhances this experience, making it more accessible and personalized. The union between floral arrangements and algorithms is the portrait of the new behavior of the Brazilian consumer, digital, visual and emotionally connected, which transforms the feed into a showcase, the click into a present and the impulse into an experience.