St. Patrick’s Day Expected to Give U.S. Retailers a Spring Boost, According to NRF
Washington, March 8, 2011 – With an estimated 122 million Americans planning to celebrate St. Patrick’s Day this year, there will be no shortage of parties or celebrations. According to NRF’s 2011 St. Patrick’s Day Consumer Intentions and Actions survey, conducted by BIGresearch, 52.4 percent of Americans will celebrate the Irish holiday, up from 45.2 percent 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 a lot closer to what it was last year ($33.97 vs. $33.05 in 2010). Total spending is expected to reach $4.14 billion.*
“Eager to shake off the winter blues, consumers will look to St. Patrick’s Day as their first spring related celebration, meaning great things for the economy, retailers and restaurants,” said NRF President and CEO Matthew Shay. “As a non-gift giving holiday, retailers will need to make sure they have the best assortment of merchandise, aiming to attract celebrants looking for decorations, holiday food and even apparel.”
Fans of the holiday will celebrate in more ways than one; the most popular form being wearing green apparel. Nearly 102 million people (83.3%) will wear green for the holiday. In recent years, restaurants and bars have also upped the holiday spirit as well, hosting parties and serving green beverages. Thirty-eight million Americans (31.2%) will attend a party at a bar or restaurant – also the highest in the survey’s history. Additionally, 41 million (33.9%) will make a special dinner, 31 million people (25.1%) will decorate their home or office and 23 million (19.1%) will attend a private party.
“Inexpensive, fun celebrations surrounding St. Patrick’s Day will make it easy for consumers of all ages to take part in the festivities,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “March is typically one of the slower months of the year in terms of consumer spending, but we expect this year’s celebration to provide a nice boost for companies who are in the business of promoting the holiday.”
Demographics paint an interesting picture of St. Patrick’s Day celebrations. Eighty-six percent (86.4%) of people in the West will wear green, which is 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).
About the Survey
The NRF 2011 St. Patrick’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, was designed to gauge consumer behavior and shopping trends related to St. Patrick’s Day. The poll of 8,273 consumers was conducted from February 1-8, 2011. The consumer poll has a margin of error of plus or minus 1.0 percent.
BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch Consumer Intentions and Actions® Survey (CIATM) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually.
As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2010 sales of $2.4 trillion. www.nrf.com
* Total spending based on extrapolation of US population 18+