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The iconic Jersey Battle of Flowers is evolving – and this summer, it’s blooming and spreading right into the heart of St Helier with the inaugural Town Takeover until Friday 12 September.
The shopfronts of 16 local businesses have been transformed into floral showcases, celebrating the rich heritage of this Island tradition while bringing a vibrant energy to the town centre.
The Battle of Flowers, a feature of the Jersey event calendar since 1902, has long been synonymous with spectacular parades featuring floats adorned with fresh flowers. However, this year marks a significant change: the parade is moving away from its usual Victoria Avenue route to the bustling streets of St Helier, inviting Islanders and visitors alike to experience the festivities up close in the town centre.
Deputy Kirsten Morel, Minister for Sustainable Economic Development, has championed this exciting shift. Recognising the event’s challenges including financial difficulties faced in 2024 – the Government of Jersey is supporting the 2025 parade to ensure the continuation of this cultural highlight, albeit scaled down and refocused to amplify its community impact and boost local business.
“It is great to see the colourful displays on the shopfronts bringing the flavour of Battle of Flowers into the heart of St Helier”
Minister for Sustainable Economic Development Deputy Morel
Applications to the Creative Island Partnership resulted in a total of £39,000 being distributed to businesses participating in the Town Takeover. These funds supported the creation of the shopfront floral displays, which are sourced from local florists and made from sustainable materials. Each facade display is paired with a theme from one of the floats taking part in the parade. At the conclusion of the parade weekend, elements of the floats will be transferred to the shopfronts, extending the festive spirit well beyond the parade days.
“It is great to see the colourful displays on the shopfronts bringing the flavour of Battle of Flowers into the heart of St Helier. It is one of our goals to revitalise town and this variation on the traditional event brings vibrancy and energy,” says Deputy Morel. “Cornerstone events like this help drive footfall and support our local economy during the busy summer season and I am grateful to the businesses who have fully embraced the spirit of the Town Takeover. I am really excited for the remainder of the new-look Battle programme.”
The festivities will culminate in two spectacular parades on 8 and 9 August – a lively day parade featuring fresh and paper-flowered floats, followed by an illuminated evening parade with a dazzling firework finale.
You can join in the fun by voting for your favourite display: Click here to vote now.
Details of the route can be found at The Jersey Battle of Flowers 2025.