On February 22, 2026, Icelandic florists are experiencing a surge in business in honor of Konudagurinn, an annual celebration recognized on the first Sunday of Góa, lasting four weeks. The day holds cultural significance as partners traditionally give flowers or small gifts to the women in their lives. Kristin Inga Arnardóttir, owner of a flower shop, expressed excitement about this busy day, stating it is one of the busiest of the year for flower retailers.

Kristín has doubled her staff in anticipation of the increased demand, showcasing the impact of this tradition on local businesses. Many flower shops across Iceland are extending their hours to accommodate the rush of customers on this festive occasion. "There’s a lot to do, and everyone is helping out," said Kristín, reflecting the collaborative spirit within the community during this peak season.

Konudagurinn not only emphasizes the importance of appreciation for women, but it also highlights the economic significance of cultural celebrations for local enterprises. As florists and retailers thrive during these times, it reinforces the value of traditions in bolstering business and community engagement in Iceland.