Wholesalers expect to sell over six million roses this Sant Jordi
Catalonia’s most romantic day of the year takes place this Saturday, with a literary superblock planned in Barcelona center
Sant Jordi, April 23, is the most romantic day of the year in Catalonia. It is a celebration of books and roses, a day for partners to gift these items to one another.
This year, coming out of two pandemic-affected Santi Jordi celebrations, wholesalers expect to sell over six million roses, 43% more than in 2021. Out of these, two million of them will be sold by Mercabarna-flor wholesaler.
Professionals expect to get as close as possible to 2019’s seven million roses sold. To encourage sales, they want clients to start buying Sant Jordi’s roses on Friday, to "compensate" that April 23 is a Saturday and a lot of the stores will be closed.
Once again, the rose variety from Colombia and Ecuador, Freedom, will be the most sold one, representing 85% of all red roses available.
Despite rising transport and energy costs, wholesalers and retailers will keep prices similar to previous years. Customers will pay around €4 per flower.