GLOBE TRAVEL RETAIL celebrates St. Patrick’s Day at the airport
A targeted celebration to stimulate purchases
St. Patrick’s Day, which honors the patron saint of Ireland, is much more than just a cultural celebration. It represents a real business opportunity, and with this in mind, GLOBE TRAVEL RETAIL designed a series of strategic in-store marketing activations at UK airports to mark the occasion.
In 2025, 61% of consumers planned to celebrate St. Patrick’s Day, matching the previous year’s record and showing a significant increase from 55% in 2019. This trend reflects a global phenomenon, as St. Patrick’s Day is celebrated in over 200 countries around the world. With such enthusiasm, it was essential to capitalize on the opportunity to capture the attention of airport passengers, an environment conducive to impulse buying and brand activations.
Visible and engaging activations at Airports
To mark the approach of this Irish holiday, GLOBE TRAVEL RETAIL implemented a series of targeted and visually impactful activations at UK airports. As soon as passengers arrived, a festive atmosphere was created with traditional Irish attire, a perfect example of event marketing and visual merchandising, which immediately captured attention.
These events were designed to create an immersive experience, encouraging engagement from passersby and thus stimulating their desire to purchase. The impact of this approach was overwhelmingly positive, contributing to an increase in store traffic and enhancing the overall customer experience.
