Celebrations vary throughout the Philippines. In the Bicol Region, celebrations are held every Wednesday and Saturday. The ritual begins by reciting the rosary, followed by reciting the Salve Regina and the Litany of Loreto. Afterwards, children are given simple snacks. In Western Visayas, children gather in a chapel or a church to offer flowers to Mary and receive a simple catechism about the life and story of Mary, Christian doctrines and values. They are also taught prayers and songs unique to Flores de Mayo, a tradition reminiscent of the Fatima apparition. The children also receive snacks and, in some places, tickets which can be redeemed for school supplies. In Batangas, the main celebration is the Luglugan. This is a nightly devotion and party honoring Mary. Flowers and prayers are offered to Mary followed by a party, which is hosted by a different family each night.
The culmination of Flores de Mayo is the Santacruzan, a religio-historical beauty pageant and parade depicting the finding of the True Cross by St. Helena. It is the most colorful of the festival celebrations and many movie and television stars participate in the major Santacruzan. Prior to the pageant, a novena is held in honor of the Holy Cross. Pageant participants represent two different groups. The first represent biblical figures and traditional personifications such as the Queen of Sheba, Judith, Cleopatra and the Queens of Faith, Hope and Charity. The second group wear costumes which allude to a title of Mary or a figure associated with her. The last member of the procession is always the Reyna Elena, or Queen Helena, who carries a crucifix in her arms and is accompanied by a small boy playing Constantine the Great. The role is the most prestigious and is often awarded to the most beautiful girl or important matron in the town. In many towns, the identity of Queen Helena is a closely guarded secret. The entire procession is accompanied by a brass band playing the Dios te Salve with devotees walking along the route signing the prayer and holding candles.