The sales of roses on Sant Jordi 2026 in Barcelona have fallen below the seven million units that the Gremi de Floristes had foreseen, on a day marked by the wide presence of stalls in the street and by the change of location of part of the sector in the city center.
During this April 23, 9,000 flower sales points have been installed in Barcelona, with a distribution that has once again concentrated a good part of the commercial activity in the most transited axes. The guild had set expectations higher than those finally reached, although the day has maintained a high volume of movement on public roads.
Change of stops in the center of Barcelona
One of the elements that has marked the campaign has been the transfer of stalls from la Rambla to plaza de Catalunya. The sector's balance on this change has not been homogeneous, with clear differences between commercial spaces.
"The relocation of stalls on La Rambla has not worked well, on the other hand, the superilla has gone very well" - Joan Guillén, president of the Gremi de Floristes
The assessment thus points to an uneven behavior depending on the location. While the new arrangement of the stops that previously operated on La Rambla has not yielded the expected result, the activity in the superilla has offered better figures and a more favorable response from the public.
More interest in the author's rose
The campaign has also confirmed an increase in demand for the author's rose, a product that has gained weight this Sant Jordi to the point of registering customer reservations before April 23. That anticipated demand behavior has been one of the most outstanding features of the day for the floral sector.
In parallel, the red rose has once again been the preferred option by buyers and has remained the most requested variety throughout the day, ahead of other proposals with a more unique or personalized component.
With this scenario, the Sant Jordi of 2026 closes in Barcelona with a strong implementation of points of sale, a commercial map readjusted in the center and a result below the initial forecasts of the guild, despite the pull of the most exclusive formats and the undeniable leadership of the red rose.