According to NRF’s 2011 St. Patrick’s Day Consumer Intentions and Actions survey, 52.4 percent of Americans will celebrate the holiday. This is up from 45.2 percent last year and is the largest number in the survey’s eight-year history.
However, even though more people will celebrate, the average amount they plan to spend will be closer to last year ($33.97 vs. $33.05 in 2010). But total spending is expected to reach $4.14 billion.
“March is typically one of the slower months of the year in terms of consumer spending, but we expect this year’s celebration to provide a nice boost for companies who are in the business of promoting the holiday,” Phil Rist, executive vice president of strategic initiatives at BIGresearch said.
NRF President and CEO Matthew Shay said retailers will need to make sure they have the best assortment of merchandise, aiming to attract celebrants looking for decorations.
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