You might think that St. Patrick’s Day is just a day for wearing green or attending a local parade. But it can actually be a big opportunity for businesses. According to data from Fundivo, Americans spend billions of dollars on St. Patrick’s Day. So how many are likely to purchase products related to the holiday this year? And what are the most popular types of products and brands? We asked 1,000 respondents about their plans for St. Patrick’s Day in 2017 and about what purchases they’re likely to make.
St. Patrick’s Day Shopping
In Ask Your Target Market’s latest online survey, 42% of respondents said that they are at least somewhat likely to make purchases related to St. Patrick’s Day this year. According to Personality Radar, St. Patrick’s day shoppers are likely to be active professionals who are tech savvy and interested in a variety of different social activities.
More specifically, 79% of St. Patrick’s Day shoppers said that they are likely to purchase food or drink items related to the holiday. 62% plan to purchase clothing or accessories. 55% said they are likely to purchase decorations for their home. And 50% are likely to purchase general party supplies. Walmart, Target, Party City, Dollar Stores and Amazon were the most popular retailers where shoppers plan to buy items related to St. Patrick’s Day this year.
And it seems like sales and promotions are a pretty big deal for St. Patrick’s Day. Of those who are at least somewhat likely to make purchases related to St. Patrick’s Day this year, 90% said that they are likely to purchase items that are part of sales or promotions specifically related to St. Patrick’s Day.
Since so many St. Patrick’s Day shoppers are likely to rely on sales and promotions specifically related to the holiday, it seems actually necessary for the stores selling party supplies, festive clothing and other items to hold such promotions in order to attract those shoppers. In addition, targeting shoppers on social media or in online ads on sites that cater to active professionals could be a beneficial strategy. But overall, it seems that shoppers are likely to do the bulk of their St. Patrick’s Day shopping at the stores they already patronize regularly. So brands would do well to make sure their products are featured prominently in those stores so that shoppers can see them and easily add them to their carts before the holiday.
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.