St. Patrick’s Day isn’t really a top sales holiday, as compared to the end of the year, but despite all the shamrock association this year’s green is down. Yesterday’s eMarketer included results of NRF’s St. Patrick’s Day Consumer Intentions and Actions Survey that reported less spending in 2009.
According to the survey, those celebrating were projected to spend an average of $32.80 on decorations, food/ beverage and attire – down from $35.04 in 2008. Given the givens, what’s an eMarketer to do… other than hope for a pot of gold?
Our recommendation still centers around the value exchange, if you can’t inspire a sale today make sure you’re still top of mind when their need arises. Your current recipients will continue to benefit from your campaigns despite their change in spending habits. When you can, offer advice to help save them money and/ or show them you’re in this with them. Above all use EVERY campaign as an opportunity to learn about your recipients it will help you in the long run.
