Merchants claim the tradition of gifting carnations for the Virgins and encourage buying them at local flower shops

PalmaThe Association of Florists of Mallorca, Pimeco, and the Mallorca Chamber of Commerce have launched a campaign to keep this popular custom alive and encourage citizens to buy flowers from local florists.

The initiative aims to recover and pass on to new generations a tradition that is "deeply rooted" in Mallorcan popular culture. The promoting organizations highlight that the carnation symbolizes "affection, closeness, and the will to keep alive the customs that are part of the identity of Mallorca." The Association of Florists of Mallorca has emphasized the importance of continuing to pass on this practice, especially among the youngest. Giving a carnation during these dates, they recalled, "is a small gesture that helps keep a tradition alive and, at the same time, supports professionals in the sector."

The campaign also seeks to vindicate the role of florists as local establishments that contribute to enlivening the streets, generating economic activity, and preserving the personalized service that characterizes small businesses.

In this sense, Pimeco argues that initiatives like this allow for linking the conservation of popular traditions with the promotion of local commerce. "When we buy a flower at a neighborhood florist, we not only acquire a product, but we also contribute to keeping our commercial fabric alive," the entities pointed out. Thus, the gesture of giving a carnation for the Verges is presented as a simple way to celebrate one of the most recognized traditions of Mallorca and, at the same time, support the local establishments that keep neighborhood commerce alive.