According to NRF's 2011 St. Patrick's Day Consumer Intentions and Actions survey, an estimated 122 million Americans planning to celebrate St. Patrick's Day this year with parties or
celebrations. 52.4% of Americans will celebrate the Irish holiday, up from 45.2% last year and the most in the survey's eight year history.
The survey found that while more people will
celebrate, the average amount they plan on spending will be close to what it was last year ($33.97 vs. $33.05 in 2010). St. Patrick's Day spending totaled $3.44 billion in 2010 and is expected to
reach $4.14 billion this year. The increase in total celebrants accounts for the 20% jump in total dollars spent.
About 52% of Americans expect to celebrate St. Patrick's Day this year, up
15.5% from about 45% last year and the highest percentage in the eight-year history of the survey.
Nearly 102 million people (83.3%) will wear green for the holiday. Restaurants and bars will
support the holiday spirit as well, hosting parties and serving green beverages:
- 38 million Americans (31.2%) will attend a party at a bar or restaurant, the highest in the survey's
history
- 41 million (33.9%) will make a special dinner
- 31 million people (25.1%) will decorate their home or office
- 23 million (19.1%) will attend a private
party
NRF President and CEO Matthew Shay, says "... consumers will look to St. Patrick's Day as their first spring related celebration... as a non-gift giving holiday,
retailers will need to have... merchandise to attract celebrants looking for decorations, holiday food and even apparel..."
Demographics paint an interesting picture of St. Patrick's
Day celebrations. 86.4% of people in the West will wear green, more than the survey found for the average adult. Young adults 18-24 will be the biggest group attending private parties (33.9%), and
adults 25-34 years old will spend the most ($41.30).
Consumer Intentions
for Celebrating St. Patrick's Day, March 17 |
| Adults 18+
| Men | Women | Age 18-24
| Age 65+ |
Will you celebrate St. Patrick's
Day this year? |
Yes | 52.4% | 53.9% | 51.0% | 78.1% | 36.1% |
No | 47.6% | 46.1% | 49.0% | 21.9% | 63.9% |
How will you
celebrate? |
Wear green | 83.3% | 79.8% | 86.7% | 89.0% | 77.9% |
Attend a private party | 19.1% | 22.3% | 16.1% | 33.9% | 16.6% |
Attend a party at a
bar/restaurant | 31.2% | 38.5% | 24.2% | 41.1% | 15.0% |
Decorate home or office | 25.1% | 18.4% | 31.4% | 30.0% | 17.0% |
Make a special dinner | 33.9% | 29.7% | 37.8% | 21.5% | 40.1% |
How much do you
plan on spending? |
Average of Spenders | $ 37.21 | $41.73 | $32.80 | $ 41.22 | $ 27.79 |
Percent Spending | 91.3% | 92.5% | 90.1% | 91.9% | 89.0% |
Net Average | $ 33.97 | $38.61 | $ 29.55 | $ 37.88 | $ 24.74 |
Source: NRF/BIGresearch, March 2011 |
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For additional information from the National Retail Federation, please visit here.