For those who embrace the Irish spirit, St. Patrick's Day is a time of lively festivities and celebrations. To gain deeper insights into how consumers plan to mark this holiday, aytm surveyed 1,000 adults (age 18+) across the United States (census balanced by age and region). Let's delve into the findings and uncover the excitement and plans surrounding this celebration on March 17th.
Our findings
Embracing the excitement and tradition
Our survey unveiled that 49% of Americans are gearing up to celebrate St. Patrick's Day this year, with nearly half (46%) of that group having Irish heritage themselves. Surprisingly, only 64% of those planning to celebrate are aware of who St. Patrick was!
The excitement is palpable, with 83% expressing they are at least somewhat excited for the holiday. Collectively, folks look forward to letting loose and having a good time socializing with friends and family, and eating good food.
Social celebration
St. Patrick's Day is often associated with gatherings of friends and family, symbolizing a time of togetherness and camaraderie. Our survey shed light on the social interactions that define these festive occasions. When asked about their plans for St. Patrick's Day companionship, 47% of respondents expressed their intent to celebrate alongside their spouse, 46% with friends, and 41% with immediate family members. These figures highlight the communal essence of St. Patrick's Day celebrations, where loved ones come together to strengthen bonds and create lasting memories.
St. Patrick's Day celebrations encompass a variety of settings, ranging from intimate gatherings to vibrant outings. Our survey revealed that 65% of respondents plan to celebrate St. Patrick's Day in the comfort of their homes, while others indicated a preference for venturing out to bars (23%) or restaurants (21%) to join in the festivities. Additionally, a notable percentage of participants expressed their intention to celebrate at another’s home (19%) or in a public space (17%), such as a park or street festival. This diversity emphasizes the inclusive spirit of St. Patrick's Day celebrations, catering to a diverse array of preferences and interests.
Festive celebration
Consumers are eagerly preparing to celebrate St. Patrick’s Day in various ways.
The majority (64%) will follow the Irish tradition of wearing green clothes or accessories, and many will participate in the tradition of playfully pinching (36%) or teasing (30%) those who don’t wear green.
A notable 26% plan to adorn their homes with decorations, creating a welcoming ambiance for friends and family. Nearly a quarter (24%) plan to sing or listen to Irish music, while 18% will participate in a St. Patrick’s Day parade or engage in celebrating Irish culture through activities such as learning about Irish history or folklore. These expressions of celebration underscore the widespread enthusiasm for the holiday.
Of course, no St. Patrick's Day celebration would be complete without indulging in traditional Irish food, and 48% plan to do so. The most favored dishes among those who plan to eat Irish cuisine for the occasion are classics such as corned beef (80%) and cabbage (74%). Consumers also look forward to enjoying soda bread (38%), shepherd’s pie (29%), fish and chips (28%), and Irish stew (25%).
For those aged 21 and above, the festivities extend to enjoying Irish beverages (43%). The most popular choices among those who plan to enjoy libations are drinks such as Guinness (54%), Irish whiskey (51%), Bailey's Irish Cream (48%), and green beer (45%), as they toast to the spirit of St. Patrick's Day.
Cheers!
From attending lively parades to indulging in Irish cuisine and beverages, the spirit of St. Patrick's Day is alive and well.
Results were collected March 5-7, 2024. Dive deeper into the results.
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