St Patricks Day, the Feast Day of St Patrick, marks the arrival of Christianity in Ireland in the 5th Century and is celebrated on 17th March. The holy day marks the day of St Patrick’s death and so his entrance to heaven. The first St Patricks Day parade was, surprisingly, not held in Ireland, but in New York City in 1762 – but St Patrick himself didn’t originate from Ireland either – his place of birth is uncertain. In the years since the first parade the event has become a global phenomenon, with everyone claiming to have Irish roots and rowdily touring bars, swilling the black gold from Dublin, Guinness.
This year there will surely be fewer green leprechaun hats but our taste for Guinness hasn’t dried up, revellers will drink at home, on zoom and maybe even with a friend in an outdoor space! Sales last year took a healthy upward turn for St Patricks and we will surely see a similar rise this year.
Higher sales so far in 2021 may indicate that we can expect a greater increase in the coming weeks.
Get a Guinness display set up with a green, paper shamrock or two and remind your customers that the 17th March is still a day to be reckoned with!