Valentines day roses

Red roses on Valentine's Day symbolize love and passion, a tradition that moves millions of flowers annually in Brazil and worldwide.

About this subject

In Brazil, Valentine's Day (Dia dos Namorados) is celebrated on June 12, the eve of Saint Anthony's Day, known as the matchmaker saint. Unlike other countries where the date is February 14, the Brazilian choice boosts one of the largest rose harvests of the year. It is estimated that over 100 million roses are sold during the period, with red roses accounting for about 70% of the flowers exchanged between couples.

Red roses carry deep historical symbolism. In Greek mythology, the flower supposedly sprang from the tears of Aphrodite and the blood of Adonis. In the Victorian era, the language of flowers attributed to the red rose the meaning of profound love and desire. Today, Brazilian rose production is concentrated in high-altitude regions such as Holambra (SP) and Barbacena (MG), supplying the entire country with varieties like the 'Vega' and 'Red Berlin' roses.

The rose supply chain involves rural producers, florists, and delivery services. The period leading up to Valentine's Day creates temporary jobs and boosts the local economy. Besides red roses, bouquets with chocolates, stuffed animals, and cards are common, but the rose remains the central icon of the date.

Interestingly, Brazil is one of the world's largest flower consumers, only behind the US and Europe. For Valentine's Day 2026, sales are expected to grow 5% compared to the previous year, driven by e-commerce and increased purchasing power among young couples.

Frequently Asked Questions

Why is Valentine's Day in Brazil celebrated on June 12?

The date was chosen because it is the eve of Saint Anthony's Day, known as the matchmaker saint. The tradition began in the 1940s, encouraged by merchants to boost sales during the period.

How many roses are sold on Valentine's Day in Brazil?

It is estimated that over 100 million roses are sold, with red roses accounting for about 70% of sales.

Where are the roses sold in Brazil produced?

Production is concentrated in high-altitude regions, especially Holambra (SP) and Barbacena (MG), which supply the entire country with different varieties.