Today is St. Patrick’s Day, which seems like a good day to discuss marketing to specific groups. One of the best ways to get a good return on your marketing campaigns is to focus efforts on specific groups that have pride in their heritage.

Take the Irish. Did you know that according to Census data, there are 39.6 million Americans who claim Irish heritage? That number is almost seven times larger than the entire population of Ireland (6.3 million). They are the largest ethnic group in the United States, followed next by Germans.

And this group spends money—on Saint Patrick’s day alone they will spend a combined $4.6 billion. That’s an average of $36.52 per person, up from 2014’s $35.78, according to a holiday report from the National Retail Federation. This includes clothing, decorations, and food—the very things many small business market year round.

But their spending on all things Irish doesn’t stop on this one day—year round you can entice this group with offers that address their ethnic pride. This online map shows where concentrations of Irish Americans live throughout the United States. Use it to geographically target a mailing list and bring the luck of the Irish to your business.


Where Irish-Americans Live – Trulia Trends

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