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Retailers to Feel Luck O’ the Irish This St. Patrick’s Day

Note to media: Click here   for sample charts from this survey as well as complete results by age, gender and region

Contact: Kathy Grannis or Scott Krugman (202) 783-7971
grannisk@nrf.com or krugmans@nrf.com  

Retailers to Feel Luck O’ the Irish This St. Patrick’s Day
-Consumers to Spend Nearly $3.8 Billion this Holiday-

Washington, DC, March 5, 2007 – No sooner than retailers say goodbye to Cupid, they say hello to little green Leprechauns as stores everywhere stock up with St. Patrick’s Day gear. According to the National Retail Federation’s (NRF) 2007 St. Patrick’s Day Consumer Intentions and Actions Survey, consumers will spend an estimated $3.76 billion on St. Patrick’s Day. The average consumer is expected to dish out $34.89 celebrating the holiday compared to last year’s $27.94.

“With St. Patrick’s Day falling on a Saturday this year, Americans will be in the mood to celebrate,” said NRF President and CEO Tracy Mullin. “In addition to traditional retailers, St. Patrick’s Day will provide a great opportunity for restaurants and bars to see sales increases.” 

This year, nearly one-third (30.5%) of consumers stated they planned to celebrate St. Patrick’s Day by attending a party at their favorite restaurant or bar. However, another third of consumers prefer a quiet evening at home, with 33.9 percent staying in to make a special dinner. Though the most popular way consumers plan to celebrate is simply by wearing green (82.6%), some consumers are going all out: nearly 17.0 percent of consumers will attend a private party and 22.2 percent will decorate their home or office. 

Young adults intend to spend the most on St. Patrick’s Day this year, with the average 18-24 year old planning to dish out $40.12. Second to young adults are the 25-34 year olds who will spend $39.04, followed by the 35-44 year old age group at $36.56.

About the Survey

The NRF 2007 St. Patrick's Consumer Intentions and Actions Survey, conducted for NRF by BIGresearch, was designed to gauge consumer behavior and shopping trends related to tax returns. The poll of 9,027 consumers was conducted from February 1-8, 2007. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch's syndicated Consumer Intentions and Actions survey monitors the pulse of more than 7,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2006 sales of $4.7 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. http://www.nrf.com/.