Explore more research and discover how consumers are celebrating St. Patrick’s Day this year.
Consumers have always been ready to don green and grab a pint on St. Patrick’s Day, but they’ve really outdone themselves recently. The holiday has grown in the past several years, and 2025 is no exception: 61% of consumers plan to celebrate the holiday — on par with last year’s record and a jump from just 55% in 2019. Consumers plan to spend an average of $44 per person, or $7 billion total, on festive food, beverages, clothing and more.
With all the excitement around St. Patrick’s Day, NRF looked at how some small businesses are meeting the hype and making the holiday special.
Scotland native John Morman and his wife Mary Jo, who is Irish, own Celtic Tides in the small city of Lexington, Va. St. Patrick’s Day is a special opportunity for the Celtic and Scottish-inspired gift shop to celebrate the cultural origins of the holiday and promote Irish-made merchandise.
“Sixty percent of the products we carry are from Irish manufacturers,” Morman says. “A special emphasis is placed on Irish products in our store windows and the store floor.”
They also create a festive atmosphere by incorporating decorative items — “glittery shamrocks, leprechaun top hats and garland,” he says — and traditional Irish music, including live performances for customers to enjoy while they shop.
Community collaborations are at the heart of the celebrations taking place at Klem’s, a hardware store in Spencer, Mass. Owner Jessica Bettencourt partnered with local favorite Timberyard Brewing Company for a special promotion for customers.
“If a customer spends $50 or more at Klem’s, they get a voucher for a free pretzel when they purchase a beer at the brewery,” Bettencourt says. The promotion, affectionately known as “’Appy’ St. Patty’s Day,” helps entice customers to spread their celebrations across the community. “It helps to drive traffic to both our store and the brewery,” she says.
These small retailers are encouraging consumers to embrace the spirit of St. Patrick’s Day. “It's no secret that our favorite color at Klem’s is green,” Bettencourt says, referencing the store’s signature green logo. “This holiday is one of our favorites.”
Morman encourages retailers to do whatever they can to attract customers over the St. Patrick’s weekend and participate in local events. Most importantly, he says, “Just have fun!”
For more insights into St. Patrick’s Day spending and celebrations, check out NRF’s St. Patrick’s Day headquarters.