WASHINGTON, March 4, 2015 – After a long winter, consumers are looking for a reason to hang up their coats and donning their favorite Irish or green garb to take part in St. Patrick’s Day traditions may just do the trick. According to NRF’s St. Patrick’s Day Spending Survey conducted by Prosper Insights and Analytics, nearly 127 million Americans are planning to celebrate the traditional Irish holiday and will spend an average of $36.52 on green garb, festive food and more, compared to $35.78 last year. Total spending for the holiday, which falls on Tuesday, March 17, is expected to reach $4.6 billion.*
"Consumers are ready to shed their winter blues and welcome spring’s arrival with festive St. Patrick’s Day celebrations."Matthew Shay
“Consumers are ready to shed their winter blues and welcome spring’s arrival with St. Patrick’s Day celebrations,” said NRF President and CEO Matthew Shay. “Falling at the perfect time of year – just as temperatures begin to rise – retailers are hoping St. Patrick’s Day will also draw the attention of those looking for traditional spring merchandise as consumers take the opportunity to stock up for warm months ahead with home improvement, garden and apparel purchases.”Planned St. Patrick's Day Spending - In Billions Charts from the NRF Foundation’s Retail Insight Center. To access this data and more research please visit the Retail Insight Center.
The survey found that more than 104 million Americans, or eight in 10 (82.4%) of those celebrating, plan to wear green to make sure the luck of the Irish is with them this year; 28.9 million, or 22.8 percent of celebrants, plan to decorate their homes with shamrocks, leprechauns and pots of "gold."Historical consumer survey data
2014 St. Patrick's Day
NRF’s St. Patrick’s Day Spending Survey found that 56% of Americans – or 133 million adults – planned to celebrate the traditional Irish holiday, and would spend about $36 on average – flat with the year prior. The big news in 2014 was that approximately 31% of those who were planning to celebrate said they would do so at a restaurant or bar – the highest amount seen since 2011. Total spending was expected to reach $4.8 billion.
2013 St. Patrick's Day
St. Patrick’s Day celebrations in 2013 reached a survey high: approximately 56% of Americans – or 134 million adults – planned to don green attire, decorate their home or office, make a special meal for the holiday or enjoy festivities at a private party or their local restaurant or bar. Those in the festive spirit would spend approximately $35 on average, totaling $4.7 billion. Additionally, 23% of men and just 16% of women celebrating said they would attend a private party for their choice of fun.
Consumers also plan to let loose with their friends and family this year. According to the survey, 29.2 percent – 37 million Americans – plan to celebrate at a bar or restaurant and 19 percent (24 million consumers) plan to attend a private party; an additional 30 percent plan to make a special dinner to commemorate the Irish holiday.
Adults ages 25-34 will do the most celebrating with two in five (42.2%) planning to head to a bar or restaurant to take part in the festivities. This age group also plans to spend the most at an average of $41.69; close behind are young adults age 18-24, who plan to spend $38.55 on average.Plnd. St. Patrick's Day Spend Among Those Celebrating Charts from the NRF Foundation’s Retail Insight Center. To access this data and more research please visit the Retail Insight Center. Celebration Plans For St. Patrick's Day Information
Only those who indicated that they plan to celebrate St. Patrick's Day answered the questions below. Charts from the NRF Foundation’s Retail Insight Center. To access this data and more research please visit the Retail Insight Center.
About the Survey
The NRF 2015 St. Patrick’s Day Spending Survey, conducted by Prosper Insight and Analytics, was designed to gauge consumer behavior and shopping trends related to St. Patrick’s Day. The poll of 6,186 consumers was conducted from February 3-10, 2015. The consumer poll has a margin of error of plus or minus 1.3 percentage points.
Prosper Insights and Analytics delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, Prosper represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues.www.ProsperDiscovery.com
NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs – 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation. NRF.com
*Total extrapolation of U.S. population 18+