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.