By: Ciara Toner, Client Development Director
St Patrick’s Day remains one of the most recognisable cultural moments in Ireland’s calendar, bringing together tradition, community and a sense of national pride. While the day is widely celebrated around the world, the way people in Ireland mark the occasion offers a unique perspective on how culture, heritage and social traditions continue to shape modern celebrations.
To explore how Irish consumers plan to celebrate the day and what it represents to them, Pureprofile surveyed 309 adults in Ireland, quota-sampled by age and gender to reflect the population.
Ireland goes green in celebration of the day
For many people in Ireland, St Patrick’s Day is as much about gathering together as it is about tradition. When asked how they plan to celebrate this year, 42% of Irish respondents say they will attend a parade or public event this year, making it the most popular way to mark the day. Close behind, 40% plan to go to a pub or bar.
Public parades have long been a centrepiece of St Patrick’s Day, and their continued popularity suggests people still value the communal and public nature of the day. Beyond parades and pubs, more light-hearted traditions remain part of the festivities. 28% of Irish consumers say they plan to wear green or themed clothing, showing that playful customs still form an important part of the occasion.
Despite the festive atmosphere, spending expectations remain relatively modest. Nearly 7 in 10 people expect to spend €100 or less on food and drink:
- 36% plan to spend €50 or less
- 33% expect to spend between €51 and €100
This suggests that while St Patrick’s Day remains a major social occasion, many people are balancing celebration with practical spending habits.
St Patrick’s Day around the world
Few national celebrations have travelled as widely as St Patrick’s Day. Cities across the globe now mark the occasion with parades, themed events and landmarks lit in green. But how do people in Ireland feel about their national day being embraced internationally?
The findings suggest that most people in Ireland welcome the global enthusiasm. 35% of Irish respondents believe ‘the more the merrier – global craic is the best craic’, while 28% enjoy seeing cultures celebrate each other. Together, these responses highlight a strong openness to St Patrick’s Day being embraced internationally.
At the same time, there is also recognition that the cultural roots of the day matter. 20% of respondents say people should join in as long as the heritage behind the celebration is honoured. This balance highlights an important sentiment among Irish respondents: Global celebrations are welcomed, but respect for the traditions and meaning of the day remains important.
Culture and heritage remain at the heart of the day
Although St Patrick’s Day is often associated with lively festivities, the research shows that many people in Ireland see the day as something deeper.
When asked what St Patrick’s Day represents most to them, culture ranks highest:
- Culture (40%)
- Heritage (25%)
- Celebration (20%)
This suggests that while the day is known for its social atmosphere, its cultural significance remains central.
The findings also capture the playful way people think about the spirit of St Patrick’s Day. When asked what personality St Patrick’s Day would have if it were a person, 42% said it would be ‘the life of the party’. Other responses reflect familiar strands of Irish humour, from the Tayto sandwich enthusiast (16%) to the one who says they’re heading home but never quite does (13%).
Taken together, the findings highlight the different ways people across Ireland mark St Patrick’s Day today. From large public parades to smaller personal traditions, the day continues to be shaped by both long-standing customs and contemporary lifestyles.
Although the celebration is recognised around the world, the research suggests its meaning at home remains distinct. For many in Ireland, the day is not only about festivities but also about recognising the stories and experiences that continue to shape the way it’s celebrated today.
The infographic below represents key findings from our research:
Based on a Pureprofile survey of 309 people in Ireland, conducted on Datarubico – Pureprofile’s all-in-one research platform, March 2026.
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Ciara Toner
Client Development Director
As part of Pureprofile’s UK Data & Insights team, Ciara works with academics, think tanks, agencies and leading brands to uncover insights that inform strategy and inspire action. She plays a key role in expanding Pureprofile’s presence across the UK and Ireland, helping clients connect with audiences through data-driven understanding.
Ciara works closely with international teams and senior stakeholders to meet client needs and help businesses reach their goals. Her open, collaborative approach has helped her build lasting partnerships and maintain strong relationships with returning clients.
Ciara is a member of the Market Research Society (MRS), the UK’s leading professional body for research, insight and analytics. Her commitment to MRS principles reflects her passion for upholding the highest standards of quality, ethics and professionalism. She also holds both a Diploma and a BA in Business and Marketing.
