On April 23, one of the biggest celebrations of the year — Sant Jordi — took place in Barcelona, once again drawing a record number of participants and buyers. From early morning, the city’s central streets filled with people, and lines at book and flower stands became a familiar part of the scene. This year, new venues were added to the traditional trading areas, noticeably expanding the festival’s geography.
Queues and new routes
The main flow of visitors was concentrated on paseo de Gràcia and the surrounding streets, as well as on Portal de l’Àngel and the square in front of the Cathedral. For the first time in a long while, La Rambla was left out of the route due to ongoing reconstruction work. This led to a redistribution of foot traffic and temporary congestion in the new areas, where crowds formed.
Record number of trading points
According to organizers, this year 425 trading points were set up in Barcelona — 30 more than the previous year. The length of the book and flower stalls reached 3.7 kilometers, covering seven districts of the city. Growth was especially noticeable in the Les Corts district, where the number of stands increased to 14, as well as on paseo Sant Joan and avenida Lluís Companys, which became centers for fans of comics and children’s literature.
Assortment and prices
Traditional discounts on books—up to 10% off the regular price—and a wide selection of roses priced from 3 to 35 euros once again became the main features of the celebration. Around 75,000 book titles were available for sale. According to last year’s results, in 2025, 2 million copies were sold for a total of around 26 million euros.
Marketing and new formats
This year, fashion stores on paseo de Gràcia also joined the celebration, decorating their windows with books and roses as part of the Grupo Planeta campaign. In addition to books and flowers, themed souvenirs were popular: plush dragon toys, unusual roses, as well as the traditional pan de Sant Jordi, which drew queues at Forn Sant Josep—the winner of this year’s competition. Restaurants and hotels offered special menus and desserts, further enhancing the commercial aspect of the holiday.
Weather conditions and atmosphere
The weather this year was favorable for large crowds, although an unexpected wave of pollen caused additional inconvenience for locals and visitors. Despite this, the atmosphere in the streets remained festive, and interest in Sant Jordi continues to grow, as evidenced by the increasing number of participants and expanding celebration formats.
