American consumers are feeling more festive about St. Patrick’s Day this year than they did last year, according to the results of a recent National Retail Federation (NRF) survey conducted by BIGResearch.
This year, the average U.S. consumer will spend $33.05 on decorations, party favors and green attire for St. Patrick’s Day, celebrated on March 17, up 0.7% from $32.80 last year. Among consumers aged 18-24, average total spending this year is expected to be $40.18 per consumer, up 11.4% from $36.05 in 2009. Total consumer spending is expected to reach $3.44 billion, up 4.5% from $3.29 billion in 2009.
Green Attire Dominates Plans
Apparel retailers appear to have the luck of the Irish, as of those planning on celebrating, eight out of 10 (80.8%) will wear a green article of clothing. However, nearly three out of 10 (29.6%) will attend a party at a bar or restaurant. Another third will stay at home and cook a traditional meal (33.3%). Other popular holiday plans include decorating a home or office (23.3%) and attending a private party (18.9%). The percentage of consumers 18-24 planning to attend a private party is 39.2%.
“With limited budgets for their discretionary expenditures, partygoers will look for inexpensive ways to celebrate St. Patrick’s Day this year,” said Phil Rist, EVP, strategic initiatives, BIGresearch. “Private parties are a great way to save money as friends and family can share all the costs.”
Four in 10 Americans Celebrate St. Patrick’s Day
According to research conducted by greeting card company American Greetings, 44% of Americans will celebrate St. Patrick’s Day in 2010. American Greetings also determined that wearing green clothing is the most popular method of observing the holiday, with 82% of observant consumers planning to don green apparel. More than 36 million Americans claim Irish ancestry.
About the Survey: The NRF 2010 St. Patrick’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, was designed to gauge consumer behavior and shopping trends related to St. Patrick’s Day. The poll of 8,560 consumers was conducted from February 2-9, 2010.