An estimated 122 million Americans are planning to celebrate St. Patrick’s Day this year. According to the National Retail Federation’s (NRF) 2011 St. Patrick’s Day Consumer Intentions and Actions survey, conducted by BIGresearch, 52.4 percent of Americans will celebrate the March 17 holiday, up from 45.2 percent last year and the most in the survey’s eight-year history.
The survey found that while more people will celebrate, the average amount they plan on spending will be a lot closer to what it was last year ($33.97 vs. $33.05 in 2010). Total spending is expected to reach $4.14 billion.*
Fans of the holiday will celebrate in more ways than one; the most popular form being wearing green apparel. Nearly 102 million people (83.3 percent) will wear green for the holiday. In recent years, restaurants and bars have also upped the holiday spirit, as well, hosting parties and serving green beverages. Thirty-eight million Americans (31.2 percent) will attend a party at a bar or restaurant — also the highest in the survey’s history. Additionally, 41 million (33.9 percent) will make a special dinner, 31 million people (25.1 percent) will decorate their home or office, and 23 million (19.1 percent) will attend a private party.
“Inexpensive, fun celebrations surrounding St. Patrick’s Day will make it easy for consumers of all ages to take part in the festivities,” says Phil Rist, executive vice oresident, Strategic Initiatives, BIGresearch. “March is typically one of the slower months of the year in terms of consumer spending, but we expect this year’s celebration to provide a nice boost for companies who are in the business of promoting the holiday.”
*The complete NRF survey can be found by clicking here.
Source: NRF
