Florists in Barcelona criticised widespread unauthorised selling and reported lower-than-expected Sant Jordi rose sales on 23 April 2026.
The Florists' Guild had predicted sales of seven million roses for the annual celebration, but this figure was not met. Joan Guillén, president of the Guild, expressed concern over the 9,000 flower stalls set up across the city.
This high level of competition, which Guillén termed 'intrusisme' or unauthorised selling, affected sales for both licensed florists and illegal vendors. Despite the challenges, thousands of Barcelona residents and tourists enjoyed the sunny weather, filling the streets for the cultural festival.
Florists Criticise Unauthorised Selling
Guillén also commented on the impact of recent changes to stall locations. He stated that moving stalls from La Rambla to Plaça de Catalunya "did not work well." However, he noted that the 'superilla' (superblock) concept for stalls proved "very successful." Florists largely agreed, telling betevé that Sant Jordi felt "much better" on the iconic La Rambla avenue.
The 'rosa d'autor', or designer rose, continued to grow in popularity, with more people seeking it out each year, according to the Guild president. Some buyers even reserved these special roses before 23 April to ensure they did not miss out. The classic red rose remained the firm favourite for the day.
The mixed results for Sant Jordi 2026 highlight the ongoing tension between traditional vendors and the proliferation of temporary sellers, alongside the evolving preferences of rose buyers. Future editions will likely see continued discussions on managing street vendor numbers and optimising stall locations to support local businesses.
