St. Patrick’s Day - Marketing Trends & Strategies

KEY TRENDS TO FOLLOW FOR 2023

Spends Get out there!

• Many consumers are looking to celebrate at bars, restaurants, concerts and parades this year. But online is still valuable.

Combine food & drink

• Alcohol spend is high, but pairing drink promotions with food will yield higher engagement.

Build buzz, not sales, online

• Create new digital experiences and twists on traditional themes to create excitement.

KEY STATISTICS

Country

• 54% of US consumers celebrated St Patrick’s Day in 2022

   

• Brits spent £5.9bn on St. Patrick’s Day in 2019

   

• Ireland generates €70mn of revenue between March 16-20 annually

Demographic - Most likely to celebrate St Patrick’s Day

1.  18 - 24
2. 25 - 34
3. 35 - 44: The biggest spenders with an average spend of $49.27

Spend

• Average spend per person $42.33 - That’s about 6 pints of Guinness!
• Total 2022 spend $5.87bn - That’s over 3,300 pots of gold!#1 Shoppers Curtail Holiday Spending
  

Top purchase categories

• Food 58%    
  • Women 59%
  • Men  57%
• Drink 46%  
  • Women 44%
  • Men  49% 
• Apparel/accessories 32%

One of THE biggest days of the year for alcohol brands

• Daily sales increase
  • Beer 174%    
  • Spirits 153%

Eating in and eating out are popular on St. Patrick’s Day

• Bar/restaurant visits +9% vs. 2021
  • Brands should create engaging, in-person experiences
• 45% of 65+ make a special dinner
  • Don’t neglect CPG /FMCG opportunities for promotions of key line items

Should brands run promotions online for St. Patrick’s Day?

• 11% Do their St Patrick’s day shopping online
• 45% Search online to research in-store purchases
• 29% Find online retail stores inspiring
• 49% Head to grocery stores for their St. Patrick’s Day items

Consumers look online for research and inspiration ahead of making in-store purchases. Step up your game with digital promotions and online experiences that drive awareness and loyalty pre-purchase.

How to see the green this St. Patrick’s Day

• ‘Stock more, earn more’ promotions for bars & clubs
• On-premise gamification
• Text-to-enter programs with fast responses
• Continuity programs to keep consumers engaged after St Patrick’s Day

Snipp Tip

• Offer financial incentives to retailers that stock more of your products. It’s a win-win situation: you get greater brand exposure and increased sales, the retailer gets a handy discount. 

2. Layer food & drink promotions
Combine promotions with partner brands to enhance engagement. And don’t forget about the staying home celebrants. Create portfolio-wide promotions to enhance sales

• Partner with aligned brands
• Layer promotions with different tactics and mechanics
• Reward on-premises purchases
• New product gift with purchase

Snipp Tip

• Combine the immediate gratification of an instant win prize (like a free drink or appetizer) with exclusive, high value rewards (like a brewery tour) to increase engagement and participation.

2. Be Inspirational
Help customers express their individuality. Giveaways, trials, and freebies encourage new routines – whether that’s switching brands or simply buying more – for consumers that want unique experiences that harness digital innovations like the metaverse.

• User-generated content
• Social sharing
• Digital games/apps
• Gamified digital experiences

Snipp Tip

• Reward consumers who share their experiences with your products on social media. 79% of consumers say UGC impacts their purchasing decisions, making it a great way to sell more while letting customers express themselves.

Discover how our best-in-class promotions solutions can drive sales and engage your customers. Contact us to learn more

SOURCES

• https://nrf.com/topics/holiday-and-seasonal-trends/st-patricks-day/st-patricks-day-data-center

• https://blog.gwi.com/trends/biggest-consumer-trends/

• https://www.mintel.com/global-consumer-trends

• https://wallethub.com/blog/st-patricks-day-facts/10960

• https://www.thinkwithgoogle.com/marketing-strategies/search/in-store-related-shopping-search-statistics/

• https://www.ipaper.io/insights/shoppers-dont-visit-your-online-store-for-inspiration