The flower sector expects to sell around 7 million roses in Catalonia for Sant Jordi, a figure identical to last year's, in a campaign that alone concentrates 30% of the annual sales of this product in the Catalan market. The forecast comes with an eye on a day that this year falls midweek and away from Easter, a calendar that favors a greater presence of the public in streets and squares.
High expectations for a Diada with more people in the street
The president of Mercabarna, Raquel Gil, takes for granted a scenario of great influx if the meteorology accompanies. The head of the wholesale complex considers that the combination of the calendar can push an especially intense celebration in cities and towns throughout Catalonia.
"Forecasts indicate that this Sant Jordi will be the best in history in terms of citizen turnout in the streets of the cities and towns of Catalonia, if the weather cooperates" - Raquel Gil, president of Mercabarna
The fact that the festivity is celebrated on a working day and far from the Easter holiday period plays, in Gil's opinion, in favor of a good part of the population remaining in their municipality and participating in the day.
Colombia will continue to be the great provider
80% of the roses marketed in Mercabarna flor will arrive from Colombia, while 15% will come from Ecuador and 5% from the Netherlands. As for varieties, the Freedom rose will once again clearly dominate the market and will represent 80% of the sales foreseen for Sant Jordi.
The concentration of supply in the international market maintains the weight of air logistics and import costs in full campaign. That context will have reflection in the prices of the wholesale market.
Moderate rise in prices in full campaign
The price of the rose at Mercabarna flower will rise by around 5%. The increase responds to the rising cost of fuel for air transport, to the 23.8% increase in the minimum wage in Colombia starting in 2026, and to the rise in accessories, affected by geopolitical conflicts and delays in ships.
From the Association of Wholesale Companies of Mercabarna flower, its president, Miquel Batlle, places the price of quality roses in a range of about €5 or €5.50. In the most elaborate segment, with floral work and specific materials, the figure is higher.
"If one wants to acquire a designer rose, that has the maximum duration, arranged by a professional who puts design, natural materials and time, the price will fluctuate around 8 €" - Miquel Batlle, president of the AEM
Sustainable wrappers take hold
The campaign also consolidates a change in the product's presentation. The director of the Mercabarna flor floral art school, Rosa Valls, highlights the implementation of natural and sustainable materials to wrap the roses and reduce the use of plastic.
- Felt
- Raffia
- Sack
- Kraft paper
- Cardboard
- Cotton
- Jute
The red rose will continue to be the great symbol of Sant Jordi, with an offer heavily supported by the Freedom variety and with a market facing the most important day of the year for the sector with stable sales forecasts, slightly higher prices and the expectation of record attendance in the streets of Catalonia.