sant jordi's day

Flowers brought from South America are 50% more expensive, but shops will assume the extra amount

April 23 normally sees huge book sales and many in-person events, but authors are forced into creative different plans due to the lockdown

The festivity of Sant Jordi, one of the most romantic and anticipated days of the year for many Catalans, was a success. Hundreds of thousands of people headed to the streets this Saturday in search of a book and a rose for their loved ones. Barcelona was particularly crowded, but so were the other capitals of Catalonia, Girona, Lleida and Tarragona, and all the small towns and villages of the country. Late in the afternoon, the rain slightly hampered the celebration in parts of the country, especially in the north. Book sellers and florists, however, were satisfied with expected sales of about 1.5 million books and around 5.5 million roses. Sant Jordi was also a great occasion for readers to meet their favourite authors, who took part in different book signings. In Barcelona, where the most famous authors were, but also in other cities, there were long queues for a signature. The bestseller in Catalan was 'La filla del capità Groc', by Víctor Amela.

Sant Jordi’s Day is not only a huge festival for Catalonia, but for the printing and publishing industry as well. Annually, book sales during the festival weekend contribute between 5 and 8 percent of yearly profits. In 2015, the Catalan Booksellers Guild reported that 1.5 million books had been sold in Catalonia during the Sant Jordi festival, bringing in roughly €19.2 million. If last year’s trends where buyers bought more than one book during the festival continue, sales could be even higher for printed books of varying topics and genres. This year’s predicted top-selling books for Sant Jordi cover everything from ways to tidy up and organise your home to psychological thrillers and island mysteries.