• by Sarah Mahoney  @mahoney_sarah, March 17, 2008

This St. Patrick's Day may be a little more blue than green for retailers, with Americans expected to spend about $3.6 billion unleashing their inner leprechauns, down from $3.76 billion.

The National Retail Federation, based on a consumer poll conducted by BIGresearch, says that while the average person "will spend slightly more on the holiday than they did last year [$35.04 vs. $34.89], fewer people will be celebrating this year [46.0% in 2008 vs. 48.3% in 2007]."

The issue is that this year the holiday falls smack-dab in the middle of Holy Week, the seven days before Easter--something that hasn't happened since 1940. Last summer, Irish bishops shifted the actual feast day to March 15, while secular activities, including Dublin's parade, are set for the 17th, as usual. Many American bishops followed--causing some cities, including Savannah, Ga., Philadelphia and Milwaukee, to reschedule city events to avoid conflicts. And some suspect that the change in schedules may cut into revenues generated by local parade traffic.

In Chicago, for instance, the parade was scheduled for Saturday--even the traditional dying of the Chicago River (local plumbers turn it emerald green each year) was rescheduled. In Montreal (because some 40% of Quebecers claim Irish heritage, this is the longest continually running parade) and South Boston (home of the first St. Patrick's Day celebration, back in 1737), parades were scheduled for Sunday. New York's parade is set for today.

"Retailers and restaurants that benefit from the St. Patrick's Day holiday are up against a double whammy of an early Easter and the holiday falling on a Monday," the NRF says. "With the holiday just six days before Easter, many retailers are finding that they don't have enough space on their shelves to promote shamrocks and Easter bunnies at the same time."

The wearing o' the green will go on, of course, with 82.5% of those polled planning to show their Irish spirit. About 33.7% say they will make a special dinner, and 30.6% will celebrate St. Patrick's Day in a bar or restaurant.