The florists of the Pimem association have been preparing for one of the most important sales of the year: Valentine’s Day or the “Dia dels Enamorats” as it is known in most towns in Mallorca. According to some florists consulted by the Mallorcan florists’ association, last year sales increased by 20% during the month of February compared to 2022 and this year everything points to the fact that it could be somewhat higher. According to the group, everything suggests that it could be a good season “because there have already been orders for days, interest in taking advice or even people who already know what they are going to buy”, as Rafel Prohens, head of the Movitacions Florals florist’s shop in Felanitx, assures us.

The small shops assure us that the tradition is more alive than ever and the purchase of roses by men is repeated, although the purchase of flowers for men has been detected. Younger people are consumers, but as Rafel Prohens says, “the embarrassment of some means that mothers are the ones who do the work of buying flowers for their children”.

Anna Ramis, from Sa Floristeria de Santanyí, says that “sales are expected to be similar to last year”. Ramis adds that “despite the fact that roses are very expensive, the “Dia dels Enamorats” may account for 30% of sales during the month of February”.

The different establishments have prepared different rose arrangements ranging from the classic single roses to arrangements of three or six roses and both natural, artificial and velvet roses.