Abstract Poinsettia (Euphorbia pulcherrima, Willd. ex Klotzsch) originated in Mexico is an important ornamental tree in all over the world because its bract color can change from green to red under short-day conditions. In view of this, poinsettia not only has high ornamental value but also is an important model plant in studies on anthocyanin metabolism regulated by photoperiod. In this research, we compared the content of metabolic products in anthocyanin biosynthesis pathway and transcriptome sequencing data between green and red-turning bracts of poinsettia to clarify the mechanism of color change. The results of metabolic product analysis suggested that far downstream genes such as dihydroflavonol 4-reductase (DFR) gene in anthocyanin biosynthesis pathway could be inhibited in green bracts. A total of 91,917 uni-transcripts were identified through transcriptome sequencing. Seventy-two uni-transcripts were assigned to flavonoid biosynthesis pathways. Through a correlation analysis of gene expression profiles and color compound contents, DFR was taken into account as a candidate gene promoting anthocyanin accumulation in poinsettia bracts under short-day conditions. Transgenic research showed that overexpression of poinsettia DFR significantly increased the anthocyanin content in Arabidopsis (Arabidopsis thaliana). Based on these results, this research identified DFR as a promoter of anthocyanin accumulation in poinsettia bracts under short-day conditions. Moreover, the results of this research will shed light on elucidation of anthocyanin biosynthesis mechanism of plants and provide candidate genes for genetic improvement on poinsettia.