The professional floristry sector in Catalonia anticipates a very favorable Sant Jordi day, aiming to sell 2.5 million roses, of which 1.5 million are expected to be designer flowers. Throughout the morning, rose sales proceeded normally, at a more relaxed pace than in previous years, but a peak in sales and significant queues are expected in the afternoon, when most citizens take to the streets.

This edition of Sant Jordi is marked by an increased interest in designer roses, with many reservations and advance sales made the previous day. Florists are confident that the sales pace will be maintained and that initial expectations will be met, especially with the influx of people in the afternoon and evening, which will generate the usual queues.

The day combines the sale of high-quality professional roses with offerings from non-professionals. Florists emphasize the quality of their flowers, with orders closed since March and strict adherence to the cold chain from arrival to customer delivery, thus ensuring greater durability.

From a stall on Passeig de Gràcia in Barcelona, a florist recommended slightly trimming the rose stem and placing it in abundant water to prolong its life. They also highlighted the added value and creations offered by florists, a trend increasingly valued by consumers, who are more informed about different types of roses.

In contrast, the presence of "low quality" roses packaged in plastic on the street has been criticized. These are not part of the professional sector and detract from the image of the flower, as they wilt quickly. The final recommendation is to purchase a rose from the professional sector for a loved one.

Regarding logistics, the Guild of Florists of Catalonia has reported that the celebration in Barcelona is currently running "very well".