One-third of U.S. consumers plan to celebrate St. Patrick’s Day this year, according to the 2025 Annual Holiday Preview report from consumer research firm Numerator.
Responses are similar to 2024, when 32% of consumers said they planned to celebrate. This year’s holiday falls on a Monday (March 17), with most celebrations taking place this weekend. Over the past two years, the holiday has fallen on Sunday (2024) and Friday (2023).
Of the one-third of consumers planning to celebrate, 46% intend to purchase beverage-alcohol, up slightly from 44% in 2024 and 36% in 2023. Three-fifths of those consumers (60%) plan to purchase beer, a decline versus 2024 (61%) and 2023 (70%).
Nearly half of planned beer purchasers (46%) are going the extra mile and plan to purchase Irish beers, including Diageo-owned Guinness and Smithwicks.
The percentage of intended beer purchasers increases to 67% when including only consumers from the Northeast. Consumers in the West are even more likely to purchase Irish beer (56% versus 46% of total respondents).
Consumers in the Midwest overindex on their intent to celebrate with spirits (49% versus 44% of total respondents), while the South over-indexes on sparkling wine (20% versus 15% of total respondents).
Nearly all surveyed consumers (92%) plan to make some sort of purchase for their St. Patrick’s Day celebrations, with food leading in popularity (56%). Nearly half of consumers (46%) plan to make their holiday purchases at grocery stores, followed by big box stores (39%) and liquor stores (28%).
Other purchase plans include:
- Decorations (31%);
- Candy (21%);
- Apparel or costumes (20%);
- Party supplies (17%);
- Non-alc beverages (15%);
- Games or activities (10%);
- And gifts (9%).
More than two-thirds of consumers (71%) plan to spend the same amount they spent during St. Patrick’s Day 2024. Just over half (53%) expect to spend less than $50. About one-quarter (27%) plan to spend between $50 and $100, while 20% plan to spend more than $100.
Many consumers will be bringing those purchases back to their homes, as 31% of respondents said they plan to celebrate by decorating their house and/or by gathering with family and friends, while 30% plan to cook or bake at home. Twenty-eight percent plan to celebrate by going out for drinks.
However, consumer plans are “mostly spontaneous,” with 72% making their St. Patrick’s Day plans less than two weeks in advance, and 20% one-to-two days ahead of time, according to the report.
Gen X is the most likely generation to attend a public celebration, with nearly one-quarter (24%) planning on doing so, versus 19% of total respondents. Boomers are more likely to gather with family friends (40% versus 31% of total respondents), while Gen Z is more likely to order food for takeout or delivery (16% versus 9% of total respondents).