On March 17, millions in the United States will celebrate St. Patrick’s Day, giving retailers an opportunity to promote private label snacks, beverages and party supplies items. According to a new report from Chicago-based Numerator, nearly half (44%) of U.S. consumers expect to celebrate the holiday this year, which is a sizable increase (14%) from 2022.
Of that 44%, 28% intend to gather with family/friends and 27% intend to go out to eat or out for drinks. Over one-third (36%) plan to purchase alcoholic beverages for the holiday, with beer the most popular choice (70% of those planning to buy alcohol), followed by spirits (34%) and wine (29%).
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For those choosing beer, 50% plan to drink American lagers (Budweiser, Coors Original, Miller High Life) during their St. Patrick’s Day celebrations, while 31% will opt for stouts (Guinness, Imperial), and 21% will choose international lagers like Corona Extra, Heineken and Red Stripe. Gen Z and Millennial celebrators are nearly twice as likely (29% versus 17% for all consumers) to say they will buy hard seltzers for the holiday.
The vast majority of consumers surveyed (76%) said they will do their shopping for the holiday in-person. More than two-in-five consumers (42%) will purchase their holiday items at a grocery store, followed by a mass retailer (29%) or liquor-specific retailer (19%). Once again, younger consumers are diverging from their older counterparts, as Gen Z and Millennial consumers are twice as likely to say they will buy St. Patrick’s Day supplies at a gas station or convenience store or through a delivery service like Instacart or DoorDash.
Numerator’s data was fielded from 1,598 shoppers who shared details on their St. Patrick’s Day plans.