Numerator Looks Ahead to St. Patrick’s Day

About 1 in 3 people plan to celebrate on March 17, albeit spontaneously.

March 12, 2024

Numerator dove into consumer attitudes towards St. Patrick’s Day, revealing that although 1 in 3 people plan to celebrate, most of these people (76%) will do something spontaneous, with little advance planning.

Gathering with family/friends (32%), cooking or baking at home (29%) and going out for drinks (28%) were the most popular ways to celebrate, according to the findings from the company’s 2024 Holiday Intentions report. In terms of revelry, Gen Z led the way, with 37% planning to go out for drinks. Gen Z also had the highest percentage that planned to purchase apparel or costumes for the holiday, at 30%.

Of those celebrating St. Patrick’s Day, 44% expect to purchase alcoholic beverages for the holiday, with 61% of those planning to purchase beer and 44% intending to purchase Irish beers specifically, such as Guinness or Smithwicks.

However, c-stores aren’t a top destination, the survey revealed. St. Patrick’s Day shoppers intend to purchase items from grocery stores (47%), big box stores (38%) and liquor stores (28%).

The National Retail Federation (NRF) also looked at St. Patrick’s Day plans, revealing that, overall, an increasing number of Americans celebrate the holiday.

Elsewhere, Kwik Trip is offering its customers “a great deal on some of the best Irish whiskey around.” When customers buy certain brands this month, they receive a Kwik Rewards bonus.

Last month, NACS Daily looked at the return of St. Patty-themed shakes, noting that the Shamrock Shake, a mint-flavored, green-tinted shake, annually returns to McDonald's menu. This year it made an early return on February 5 at participating restaurants nationwide. That's more than two weeks ahead of the Shamrock Shake's return last year, which came on Feb. 20.