La Diada de Sant Jordi (Saint George's Day). Also known as El dia de la Rosa (The Day of the Rose) or El dia del Llibre (The Day of the Book) the Catalonians holiday on 23 April in a similar way to St Valentine's Day. Men give women roses and women gave men a book to celebrate the occasion—"a rose for love and a book forever." Red roses have been a symbol of St George since medieval times, but the giving of books is a more recent tradition originating in 1923, when a bookseller started to promote the holiday as a way to commemorate deaths of Miguel Cervantes and William Shakespeare on 23 April 1616.
In Barcelona's most visited street, La Rambla, thousands of stands of roses and makeshift bookstalls are set up for the occasion. By the end of the day, some four million roses and 800,000 books will have been purchased. Most women will carry a rose in hand, and half of the total yearly book sales in Catalonia take place on this occasion. The city is always full of music and street performers but even more so on this day.