In the search for more efficient production systems, many changes have occurred in the strawberry production sector. Planting density is one of the management techniques that most interferes with the quality of fruits and production aspects. This study aimed to evaluate the effect of different planting densities on the photosynthetic characteristics, fruit quality, and production of the strawberry cultivar Pircinque. The study was conducted in the 2018/2019 and 2019/2020 harvests in Lages, Santa Catarina, Brazil. The treatments consisted of plant spacing of 5, 10, 15, 20, 25, and 30 cm. The experimental design was in randomized blocks, with four blocks and plots of 20 plants. Plant spacing interfered with fruit quality, photosynthetic efficiency, production, productivity, and economic return. Due to the fruits of 'Pircinque' with higher quality than other cultivars, the planting spacing between 5 and 15 cm allows meeting the fruit's main production and quality requirements. However, it is up to the producer to adapt the management if opting for higher planting densities, which allow greater economic viability of the business.