March 10, 2026
What Can Retailers Expect From St. Patrick’s Day in 2026?
St. Patrick’s Day is almost upon us, so it might be time to break out the shamrocks, green beer, and traditional music next Tuesday. One thing’s for certain — a large number of Americans plan to celebrate, although the numbers shift quite dramatically depending upon which source your favor.
According to Numerator (via Chain Store Age), for example, just over one-third (36%) plan to celebrate St. Patrick’s Day this year. But, per a recent NRF report, a much larger cohort (60%) are planning to enjoy a bit of Irish culture on Mar. 17.
Numerator data suggests that U.S. consumers are a bit ambivalent about the holiday overall, with 45% rating it at a one or two (out a possible five) regarding the effort or enthusiasm attached. Top destinations for related purchases include Walmart (47%), Amazon (35%), and Dollar Tree (27%), and Numerator suggests that dressing up in themed apparel or costumes (40%) is the most popular activity, with celebrating with loved ones (37%) and baking special treats or cooking a special meal (32%) coming in at second and third, respectively.
Data pulled from the NRF report around St. Patricks Day this year found:
- The average spend attached to St. Patrick’s day was pegged at $47.45, which jives (at least superficially) with Numerator’s more ambiguous figure of less than $100.
- The total spend is anticipated to register at $7.7 billion, a significant increase when compared to 2025’s figure of a flat $7 billion.
- In terms of spending categories, over half (54%) of those who celebrate expect to engage in food purchases, with beverage purchases following close behind (44%). Next up were apparel (26%) and decorations (25%), and then candy (17%), greeting cards (8%), and gifts (6%).
St. Patrick’s Day promos are already ramping up, with food and beverage brands like Krispy Kreme and Sonic being joined by apparel brands such as Carhartt to set the mood for the festive mid-March holiday.
BrainTrust
Scott Benedict
Founder & CEO, Benedict Enterprises LLC
Neil Saunders
Managing Director, GlobalData
Recent Discussions
Discussion Questions
Do you believe consumer spend will match projections this St. Patrick’s Day? Why or why not?
Are there any new or innovative ways retailers can leverage St. Patrick’s Day in ways which are currently being overlooked? How so?
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If St Patrick’s Day follows the same trend as recent holidays and occasions, then overall spend will rise reasonably. Our data show that consumers continue to prioritize events and are prepared to splash out a little. However, they also show that spending on fripperies – things like household décor and disposable items – is more constrained. It’s really food and beverage and gifts (which are not so applicable for St Patrick’s Day) that’s driving growth.
St. Patrick’s Day spending has been relatively steady over the past several years, and the projections are generally modest compared with larger seasonal events. About 61% of U.S. consumers typically plan to celebrate, spending roughly $40–$45 per person, or around $7 billion total, with most of that money going toward food, beverages, apparel, and decorations. From that standpoint, I would expect spending to come reasonably close to projections this year. The holiday has proven resilient because it is low-commitment and highly social—people can participate with a simple meal, a drink with friends, or wearing green. Even in cautious economic environments, those kinds of small celebrations tend to hold up fairly well.
Where retailers sometimes miss the opportunity is in treating St. Patrick’s Day as only a novelty merchandise moment. The biggest spending categories remain food and beverages, particularly grocery and dining-out occasions, suggesting the real opportunity lies in social gatherings and meal solutions rather than just themed décor or apparel. Retailers could do more with cross-merchandising—bundled meal kits for Irish-inspired dinners, themed entertaining displays, or ready-to-serve party assortments. Digital engagement is another underutilized lever: recipe content, short-form video on festive meal prep, or localized promotions tied to parades and community events can extend the holiday’s relevance beyond a single day.
In short, St. Patrick’s Day is unlikely to become a major retail driver like Halloween or Valentine’s Day, but it remains a reliable “micro-season” that rewards creativity. Retailers that lean into the social, food, and experience elements—rather than just novelty products—are the ones most likely to capture incremental sales while reinforcing a sense of fun and community around the holiday.
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If St Patrick’s Day follows the same trend as recent holidays and occasions, then overall spend will rise reasonably. Our data show that consumers continue to prioritize events and are prepared to splash out a little. However, they also show that spending on fripperies – things like household décor and disposable items – is more constrained. It’s really food and beverage and gifts (which are not so applicable for St Patrick’s Day) that’s driving growth.
St. Patrick’s Day spending has been relatively steady over the past several years, and the projections are generally modest compared with larger seasonal events. About 61% of U.S. consumers typically plan to celebrate, spending roughly $40–$45 per person, or around $7 billion total, with most of that money going toward food, beverages, apparel, and decorations. From that standpoint, I would expect spending to come reasonably close to projections this year. The holiday has proven resilient because it is low-commitment and highly social—people can participate with a simple meal, a drink with friends, or wearing green. Even in cautious economic environments, those kinds of small celebrations tend to hold up fairly well.
Where retailers sometimes miss the opportunity is in treating St. Patrick’s Day as only a novelty merchandise moment. The biggest spending categories remain food and beverages, particularly grocery and dining-out occasions, suggesting the real opportunity lies in social gatherings and meal solutions rather than just themed décor or apparel. Retailers could do more with cross-merchandising—bundled meal kits for Irish-inspired dinners, themed entertaining displays, or ready-to-serve party assortments. Digital engagement is another underutilized lever: recipe content, short-form video on festive meal prep, or localized promotions tied to parades and community events can extend the holiday’s relevance beyond a single day.
In short, St. Patrick’s Day is unlikely to become a major retail driver like Halloween or Valentine’s Day, but it remains a reliable “micro-season” that rewards creativity. Retailers that lean into the social, food, and experience elements—rather than just novelty products—are the ones most likely to capture incremental sales while reinforcing a sense of fun and community around the holiday.