55% of Consumers Plan to Celebrate St. Patrick’s Day

BY Rachel Cagle
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"NRF has surveyed consumers about how they plan to celebrate St. Patrick’s Day annually for over a decade. Take a deeper dive into the data from the last 10 years." 

"More than 50% of consumers have been celebrating St. Patrick's Day since 2011. Total expected spending was thought to reach $5.61 billion in 2019, with the average expected spending totaling $40.18 that same year."

"More than 80% of celebrators have planned to wear green on St. Patrick's Day for the last decade. Other popular plans for the holiday included:

  • Hosting a Party: 30% of consumers planned to do this in 2019
  • Attend a Party at a Bar/​Restaurant: 27%
  • Decorate Their Home or Office: 24%
  • Attend a Private Party: 16%
  • Attend a Parade: 15%
  • Make a Special Dinner: 10%"

"To align with these plans, last year, consumers purchased food (49%), beverages (40%), apparel or accessories (29%), decorations (23%) and candy (16%)."

"Last year, 58% of men and 53% of women planned to celebrate the holiday. 18- to 24-​year-​olds were the age group with the most celebrators (73%), with 25- to 34-​year-​olds close behind with 71%. The percentages slowly decrease as consumers age. However, consumers ages 25 to 54 planned to spend between $40 and $50 on celebrations, while 18- to 24-​year-​olds spent an average of $38.58 per person. Consumers ages 34 and below were more likely to attend public happenings or private parties in 2019."

Businesses promoting St. Patrick's Day offers can target St. Patrick's Day Bar/​Restaurant Patrons many ways. According to AudienceSCAN, last year, these consumers took action after seeing TV commercials, receiving direct mail and email ads and hearing ads on both over-​the-​air and digital radio.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on bars and nightclubs and party supply stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.

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