The Day of Books and Roses, April 23, is celebrated in Catalonia, Spain. This day is also known as La Diada de Sant Jordi in Catalan. On this day love and literature are celebrated throughout Catalonia. Books and roses are exchanged. Contemporary Celebration April 23 is one of the most important days in Catalan culture when people exchange books and roses. Preparations for the Day of Books and Roses begins well before April 23. In Barcelona, the city is papered with posters in all neighborhoods, and the central activity is in the Ramblas, the Passeig de Gràcia, and Rambla Catalonia. Tents are setup on the sidewalks for the sale of books and red roses. Bookstores bring their materials outside, and various associations, unions, and schools line the streets at tables. Also, there are small tables of illustrators and authors selling and signing their books. Even though there is considerable activity in the streets, bookstores are also crowded on this day with lines extending outside. Since 1997 the official slogan of the day has been, "A rose for a love, and a book forever." Schools in Catalonia prepare for the day with numerous activities related to books and literature. The day generates considerable economic activity for authors, publishers, and booksellers. For example, in Catalonia on April 23, 2016 more than 1,580,000 copies of 45,267 book titles were sold and 54% of these were in the Catalan language. Annually, approximately 8% of books sold in Catalonia are sold on this day, 1.5 million books, and a third of all roses. In 2015, the cultural sector of the Catalan government launched an effort to internationalize the Day of Books and Roses. The campaign uses the hashtag #BooksAndRoses to bring attention to events, activities, and celebrations outside of Catalonia. History of the Day of Books and Roses Day of the Book In 1923, Vicente Clavel, a Valencian writer, editor, and the director of the publishing house Cervantes in Barcelona first proposed Book Day. A decision was not made and the proposal languished, but, again in 1925 he approached the idea with the Catalan Chamber of Books, of which he was Vice President, and finally in February of 1926 a decision was made to create and promote a day dedicated to books on October 7. October 7 is believed by some people to be the birth date of the writer Cervantes. Clavel and the Chamber