The Florists' Guild criticised widespread unauthorised selling during Sant Jordi 2026 in Barcelona, as rose sales fell short of expectations despite good weather.
Joan Guillén, president of the Florists' Guild, reported that sales did not reach the anticipated seven million roses across the city. He attributed this shortfall to the presence of 9,000 flower stalls, many operating without proper authorisation, which created unfair competition for legitimate florists and even illegal sellers.
The good weather on 23 April encouraged thousands of Barcelona residents and tourists to enjoy the day, with booksellers and florists experiencing constant activity. However, the high number of unauthorised vendors diluted sales for established businesses.
Florists Criticise Stall Relocation and Competition
Guillén also commented on the decision to move some stalls from La Rambla to Plaça de Catalunya. He stated, "The relocation of stalls from La Rambla did not work well, however, the superblock concept went very well." Florists told betevé that Sant Jordi was "much better" on the iconic avenue, echoing Guillén's sentiment about La Rambla's importance.
Despite the challenges, the 'designer rose' (rosa d'autor) proved popular, with more people seeking it out each year, according to the Florists' Guild president. Some buyers even reserved these unique roses before 23 April to ensure they secured one. The classic red rose remained the most sought-after colour, maintaining its status as the day's undisputed favourite.
The ongoing debate over stall locations and the impact of unauthorised selling will likely continue to shape future Sant Jordi celebrations in Barcelona. The Florists' Guild will probably continue to push for stricter controls to protect legitimate businesses and ensure fair competition for this important cultural event.
