Insights from Circana underscore the potential of springtime occasions that boost baskets and bottom lines, even as consumers continue to balance caution and enjoyment.

Pot-of-Gold Possibilities

In 2026, St. Patrick’s Day falls on a Tuesday, giving retailers and brands extra time after the weekend to promote offerings related to this mini holiday. This occasion continues to resonate with people of many backgrounds: 57% of consumers said they planned to wear green on St. Patrick’s Day in 2025, and 40% intended to enjoy traditional Irish foods or drinks.

Sales data reaffirms that the luck of the Irish extends to certain categories. During the week of St. Patrick’s Day last year, potatoes generated $91 million in sales. For the one-week period ending March 16, 2025, the week-over-week dollar lift for corned brisket hit $76 million. Other top St. Patrick’s Day categories for that period included lager ($27 million dollar lift), frozen novelties ($8 million dollar lift), green cabbage ($8 million dollar lift), and red potatoes ($5 million dollar lift). 

A Whole New Ball Game

If players drive to the basket during college basketball games, brands and retailers can drive shoppers to build their own kind of basket, too. Compared to single-game events, the “March Madness” tournament lasts longer and presents several opportunities for businesses to promote products ranging from pizza delivery to snacks to team merchandise. Circana’s data also shows that consumers use both linear and connected TV to follow sporting events, with rural audiences especially strong for live sports such as NCAA basketball games. 

Hop to It

Speaking of baskets, brands and retailers also help consumers build their Easter baskets.  Circana’s research shows that chocolate candy was the top Easter-related category during the one-period from April 13 to 20, 2025, with a $214 million week-over-week dollar lift during that time. Non-chocolate candy was hot on that bunny tail, posting a $150 million lift. Summer and seasonal toys experienced a $50 million week-over-week dollar lift, and plush toys were up $45 million.

Easter and Passover remain major food and beverage holidays. Of those who plan to celebrate those occasions, about half planned to prepare a special meal with either their own household or extended family, Circana’s data indicates. As for what they are enjoying, bone-in ham enjoyed a $91 million dollar lift from the holiday week of April 13 to 20, 2025, and beef rib products posted a $79 million lift during that time frame. Last year's fastest growing categories for these holidays included bakery trays (+32% dollar growth for two weeks ending April 20, 2025 vs. two weeks ending March 30, 2024). Floral sales also increased during like-for-like Easter periods from 2024 to 2025.

As spring gets underway, other major and mini holidays pose additional opportunities for CPG and retail businesses, including Earth Day, Cinco de Mayo, and Mother’s Day. To get more details on current consumer trends and market drivers, follow Circana’s monthly CPG Demand Signals report.