A recent post on this site (see here) looked at the effect the Christmas period has on the consumption of A Fairytale of New York by The Pogues. What happens is simple, the song is associated with Christmas time, so at Christmas time it is consumed more and subsequently gets driven up the charts.
In keeping with this theme of external environmental effects on consumer behavior; this weeks post will focus on the St. Patrick’s Day Effect. This is when the event of St. Patrick’s Day takes place and as a result there is an increase in the consumption of goods and services which are associated with Ireland. For this example we will be looking at the increase in consumption of one Ireland’s greatest ever bands; The Dubliners!
The Dubliners are an Irish folk group from Dublin Ireland and they were one of the most successful and influential Irish acts ever. Unfortunately however, like a lot of old bands, their music isn’t played as much as it used to be. However, as we can see from the graph below; that seems to change on St. Patrick’s Day.
On the 17th of March (St. Patrick’s Day) 8 of The Dubliners’ songs enter the Irish Top 200 Spotify chart. What is interesting about this effect compared to the one observed during the Christmas period with A Fairytale of New York by The Pogues is that there seems to be no lead up to the event.
During the Christmas period A Fairytale of New York is gradually played more and more times by people on the lead up to Christmas and then falls out of the charts completely the week after Christmas. However with St. Patricks Day and The Dubliners there is no lead up period of consumption.
This is probably to do with St. Patrick’s Day celebrations being very much confined to the 17th of March. No one ever has an office party for St. Patrick’s Day a couple of weeks before St. Patrick’s Day, where as they do with Christmas which allows for the consumption of A Fairytale of New York to occur on the lead up to Christmas as well as on the 25th of December.
What is also interesting to note is that even the songs of bands which are not actually Irish but heavily associated with Ireland also see an increase in their songs consumption. For example, the song Shipping up to Boston by Boston band Dropkick Murphys went up to number 52 in the Irish top 200 Spotify charts with 10,709 streams on the 17th of March.
By Daragh O’Leary