St. Patrick’s Day, celebrated on the 17th of March, isn’t just about parades and green attire; it’s a golden opportunity for businesses to connect with the dynamic Gen Z and Gen Alpha demographics. According to Globenewswire, with 45% of consumers planning to celebrate St. Patrick’s Day in 2025, tapping into these younger generations can significantly boost your brand’s visibility and loyalty.
Understanding Gen Z and Gen Alpha
Before diving into strategies, it’s crucial to understand what makes these generations tick:
- Digital Natives: Both generations have grown up with technology at their fingertips, making them adept at navigating digital platforms.
- Value Authenticity: They prefer brands that are genuine, transparent, and socially responsible.
- Experience Seekers: They prioritize experiences over possessions, valuing unique and shareable moments.
Strategies to Engage
1. Virtual St. Patrick’s Day Scavenger Hunt
Create an online scavenger hunt that customers can participate in through your website. To make it more exciting, integrate Augmented Reality (AR) elements, where participants can search for virtual “shamrocks” or “pots of gold” hidden on your site or even in your store.
How it engages: Both Gen Z and Gen Alpha love digital experiences, especially ones that let them interact with their surroundings in creative ways. Offering prizes, discounts, or loyalty points for completing the hunt will motivate them to keep playing.
2. Limited-Edition Digital Collectibles
Release a series of digital collectibles (like St. Patrick’s Day-themed badges, emojis, or stickers) that users can unlock via loyalty points or after making purchases. These digital items could be shareable on social media, adding an extra layer of visibility.
How it engages: Gen Z and Gen Alpha are big fans of collecting digital assets, whether it’s NFTs, in-game skins, or even rare social media filters. This taps into their desire to showcase their uniqueness.
3. Green-Themed Customization for Products
Allow customers to customize products (e.g., clothing, food, or drinks) with a St. Patrick’s Day theme. For example, in a café, they could add shamrock-shaped designs to lattes or in retail, they could customize T-shirts with exclusive St. Patrick’s Day artwork.
How it engages: This approach appeals to Gen Z’s love for personalization. It also allows customers to create a memorable experience and share it online, extending your brand’s reach.
Como’s app can allow customers to pre-order these custom items through loyalty program perks or exclusive deals.
4. Social Media Challenges with an Interactive Twist
Launch a TikTok or Instagram challenge that encourages followers to create content based on a fun St. Patrick’s Day theme. For example, a “Lucky Dance Challenge” or a “Shamrock Filter Challenge.” Participants could win prizes, such as a VIP loyalty status or exclusive St. Patrick’s Day rewards.
How it engages: Gen Z is highly active on platforms like TikTok and Instagram and loves challenges that allow them to show off their creativity. A branded challenge can go viral, gaining massive engagement for your brand.
5. Flash Sales and Surprise Rewards Through Push Notifications
Create time-sensitive “flash sales” or surprise giveaways that are only revealed to loyalty members through push notifications on St. Patrick’s Day. For example, “Luck of the Irish” discounts could appear randomly throughout the day, with a countdown timer creating a sense of urgency.
How it engages: This strategy leverages FOMO (fear of missing out) to encourage immediate action, a tactic that resonates well with both Gen Z and Gen Alpha, who are accustomed to quick, instant gratification.
Como’s push notification feature can be used to alert customers to these surprise offers, ensuring that only loyalty members are included in the fun. You can even tag the customer’s first name in the push notification to better personalize.
6. Eco-Friendly “Green” Loyalty Rewards
Partner with a local environmental charity or initiative to create an eco-friendly twist on St. Patrick’s Day. For example, for every purchase or loyalty point earned, a portion of the proceeds goes toward planting trees or cleaning up local parks.
How it engages: Gen Z and Gen Alpha are very socially and environmentally conscious, so the chance to make a positive impact while celebrating St. Patrick’s Day will resonate with them.
Reward users who participate with badges, points, or even a shout-out on your social media channels.
7. Exclusive St. Patrick’s Day Virtual Event
Host a virtual event, such as a St. Patrick’s Day-themed concert, trivia night, or comedy show, exclusive to loyalty members. Participants can gain access through the app and interact with others in a digital space.
How it engages: Virtual events have become a staple for younger audiences who enjoy exclusive content but may not have the time or resources to attend in-person events.
These strategies not only capitalize on St. Patrick’s Day but also provide meaningful, shareable, and interactive experiences that resonate with Gen Z and Gen Alpha’s values and behaviors.
