Beauty Store Business magazine - January, 2020

Increased Spending Expected for St. Patrick's Day

Put your green eye shadows, nail polishes and lip glosses at the front of your brick and mortar because consumers are ready to celebrate the upcoming holiday, according to the National Retail Federation's St. Patrick's Day Spending Survey conducted by Prosper Insights and Analytics.

Nearly 127 million Americans are planning to celebrate the traditional Irish holiday and will spend an average of $36.52 on green garb, festive food and more, compared to $35.78 last year. Total spending for the holiday, which falls on Tuesday, March 17, is expected to reach $4.6 billion.

“Consumers are ready to shed their winter blues and welcome spring’s arrival with St. Patrick’s Day celebrations,” said NRF president and CEO Matthew Shay. “Falling at the perfect time of year—just as temperatures begin to rise—retailers are hoping St. Patrick’s Day will also draw the attention of those looking for traditional spring merchandise, as consumers take the opportunity to stock up for warm months ahead with home improvement, garden and apparel purchases.”

The survey found that more than 104 million Americans, or 82.4% of those celebrating, plan to wear green to make sure the luck of the Irish is with them this year; 28.9 million celebrants plan to decorate their homes with shamrocks, leprechauns and pots of “gold.”

Consumers also plan to let loose with their friends and family this year. According to the survey, 37 million Americans plan to celebrate at a bar or restaurant, and 24 million consumers plan to attend a private party; an additional 30% plan to make a special dinner to commemorate the Irish holiday.

Adults ages 25 to 34 will do the most celebrating with 42.2% planning to head to a bar or restaurant to take part in the festivities. This age group also plans to spend the most at an average of $41.69; close behind are young adults ages 18 to 24, who plan to spend $38.55 on average.

[Image courtesy of Getty Images/MartinHarvey]