83% of U.S. Adults Celebrate St. Patrick's Day

BY Rachel Cagle
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"Americans plan to spend a record $5.9 billion to celebrate St. Patrick’s Day this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. That’s the highest level in the survey’s 14-​year history, up from last year’s previous record of $5.3 billion."

'With winter hopefully winding down over the next few weeks, consumers are ready to start celebrating spring with St. Patrick’s Day,' NRF President and CEO Matthew Shay said."

"The survey found over 149 million U.S. adults planned to celebrate the March 17 Irish holiday in 2018, up from 2017's approximate 139 million. Consumers were expected to spend an average of $39.65 per person, up from 2017’s previous record of $37.92. The holiday is most popular among individuals 18–24 years old, with 77% celebrating, but those 35–44 will be the biggest spenders at an average of $45.76."

"According to the survey, 83% of those celebrating in 2018 planned to wear green, 31% planned to make a special dinner and 27% planned to head to a party at a bar or restaurant. Twenty-​seven percent also planned to decorate their homes or offices in an Irish theme and 16% wanted to attend a private party. In addition, 15% planned to attend a St. Patrick’s Day parade and 9% wanted to host a party."

Where are St. Patrick's Day Bar and Restaurant Patrons going to find the best place to spend their holiday in 2019? According to AudienceSCAN, they're 68% more likely than other adults to find advertising on social networks useful. Why not? Most of them are on so many, including Facebook (83.8%), YouTube (65.9%), Instagram (52.5%) and Twitter (52%). They're also likely to influence others via social media as well, as they're 89% more likely than other adults to take selfies and post it to social media and 58% more likely to share good experiences on social networks.

"The survey found 50% planned to purchase food, 41% beverages, 31% apparel or accessories, 26% decorations and 16% candy. Of those making purchases, 38% wanted to go to grocery stores, 31% to discount stores, 20% to department stores and 19% to bars or restaurants."

St. Patrick's Day Bar and Restaurant Patrons can be influenced to prepare for the annual event via digital media. According to AudienceSCAN, last year, 63.5% of these consumers took action after receiving email ads and 60.9% were driven to action by either an ad they received via text or an ad they saw on their mobile smartphone apps. They're also 54% more likely than other adults to click on text link ads on websites. Don’t leave traditional out of this holiday's campaigns. Last year, 76% of this audience took action after seeing a TV commercial and 69% reacted to ads they received via direct mail.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.