Are marketers scouring the liturgical calendar for another saint’s day they can turn into a shopping opportunity? Given the revenues generated by St. Patrick’s Day, they might be. A survey by BIGresearch, conducted for the National Retail Federation, finds that consumers will spend $1.94 billion in conjunction with St. Patrick’s Day. Those celebrating the occasion will shell out an average of $27.65 in the process. Apart from restaurants and bars, retailers of decorations will profit from the day, with 15 million people likely to decorate their homes or offices in a St. Patrick’s motif. All in all, it’s not small potatoes.
—Posted by Mark Dolliver