More than one kind of green on St. Patrick’s Day


Compared to some holidays, the categories that can expect a boost from St. Patrick’s Day are limited, but according to BIGinsight and the National Retail Federation, there is still $4.7B on the table. Broadcasters will want to make sure that clients who can benefit get their fair share.

According to the BIGinsight survey, the average consumer is going to spend $35.27 on various themed items, including green clothing, decorations and food and drink.

“St. Patrick’s Day is the perfect reminder that spring is right around the corner, and given the type of winter many Americans have had, it’s safe to say consumers are ready to shake off their winter blues with a little green,” said NRF President and CEO Matthew Shay. “With Easter falling only two short weeks behind St. Patrick’s Day this year, many retailers have already lined their shelves with baskets, candy and bright-colored apparel. Budget-conscious shoppers will look for promotions ahead of time hoping to kill two birds with one stone, shopping for Easter gifts while picking out shamrock-themed decorations.”

The vast majority of Americans will wear green whether they carry Irish blood or not – 84.2% in fact. 23.3% will decorate; 34.6% will make a special dinner; 19.5% will be hosting a home celebration; and 27.4% will attend a party at a bar or restaurant.

“There’s no question that this holiday resonates most with younger adults, but even mom and dad will get in the spirit this year by making special plans for a night in, or visit with friends and neighbors for the afternoon,” said BIGinsight Consumer Insights Director Pam Goodfellow. “For many, sticking to a budget will mean weighing their needs and wants and even looking around the house for fun, festive items they can reuse like green beads, Irish-themed pins and buttons and home décor items.”

34-44 year olds will be the biggest spenders, with an average outlay of $41.68; they are closely followed by the 25-34 cell with $41.58 in spending anticipated.

RBR-TVBR observation: While we’re thinking about it, only two Sundays after St. Patrick’s 3/17/13 observation, Easter shows up on the calendar. Both offer excellent opportunities to put some last-minute retail, restaurant and entertainment messages on your schedule.