St. Patrick’s Day can be a major holiday for bars and restaurants around the country. According to a study from WalletHub, St. Patrick’s Day leads to a spike in sales for Guinness, cabbage and other festive food and drink items. And many businesses host special events or other promotions in honor of the holiday. So how many consumers are likely to patronize these businesses this year? We asked 1,000 respondents about their plans for St. Patrick’s Day in 2017 and what businesses they’re likely to support.
St. Patrick’s Day Dining
In Ask Your Target’s latest online survey, 33% of respondents said that they are at least somewhat likely to go out to a bar or restaurant for St. Patrick’s Day this year. According to Personality Radar, those who are likely to go out for St. Patrick’s Day seem to be affluent and tech savvy, with special interests like health and sustainability.
More specifically, 78% of those who plan to patronize restaurants or bars on St. Patrick’s Day said they’re likely to go to those that have specific holiday promotions or special events. Most of those respondents seem likely to go to local bars or restaurants instead of chains. But some respondents did mention restaurants like Applebees, Olive Garden, Ruby Tuesday’s and Red Lobster.
In the past, 29% of respondents said that they’ve gone out to bars or restaurants for St. Patrick’s Day many times. And 33% have done so at least once or twice. Of those who have gone out for St. Patrick’s Day before, 48% said that they are likely to do so again this year.
For bars and restaurants that want to increase business for St. Patrick’s Day, having a special event seems to be a must. In addition, targeting customers who have gone out for St. Patrick’s Day in past years, perhaps by using past guest lists on sites like Facebook, could also be a beneficial strategy. And when it comes to getting brand new customers, targeting tech savvy consumers using location based online or mobile ads may also be a good way to reach the consumers who are most likely to go out for St. Patrick’s Day. And finally, most consumers who plan to go out for St. Patrick’s Day seem likely to head to independent local establishments. So there could be an opportunity for more chain restaurants to really step up and become known for fun holiday themed promotions on this St. Patrick’s Day and in the years to come.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on February 16 via AYTM’s online survey panel.