Overview: A 10% Jump in September Spending
Ireland’s consumer economy finished September on a high note, with overall card spending rising by 10% year over year. The latest data from AIB, drawn from 75 million card transactions across in-store and online channels, highlights a broad-based increase in consumer activity, especially around major tourism and entertainment events. The month’s spend pattern points to a bounce-back in cultural and sporting occasions, alongside steady everyday purchases.
Ploughing Championships: A Tourism Spending Surge
The National Ploughing Championships in Screggan, Co Offaly, emerged as the month’s top driver of consumer spending. September 16th and 17th marked the biggest selling days of the year for tourism and exhibits, with visitors from Cork, Tipperary, Galway, Limerick, and Offaly among the standout ticket buyers. The event, billed as the world’s largest of its kind, pulled crowds that translated into elevated retail, hospitality, and entertainment spending as attendees engaged with exhibitors and local services.
Ryder Cup Momentum: Golf and Entertainment Spending
September also featured Ireland’s golf spotlight, with Rory McIlroy clinching the Irish Open at The K Club early in the month before partnering with Shane Lowry and Team Europe at the Ryder Cup in New York. The sporting fever coincided with a 10% year-on-year rise in spending at golf clubs and courses, reflecting both increased attendance and a broader willingness to invest in experiences tied to national pride and live events.
Electric Picnic: A Major Ticketing Milestone
Ticket sales for Electric Picnic contributed to the peak consumer activity, with a 45% year-on-year surge in ticket transactions. Notably, September 3rd – the day tickets for Electric Picnic 2026 went on sale – was the single highest ticket-spend day of the year so far. This strong demand underscores Ireland’s appetite for music festivals and immersive cultural experiences as the autumn season approaches.
Broader Consumer Trends Across Sectors
Beyond events, September’s data reveals varied sector dynamics. Groceries spending rose by 3%, with an average transaction size of €24.57, signaling steady daily consumption amid price pressures. Entertainment outlays expanded by 18% over the 12 months to September and 7% month-on-month, highlighting continued consumer interest in leisure activities. Cinema-going also climbed 19% year on year, aided by releases such as The Conjuring: Last Rites and other major titles.
Hospitality and Retail — Mixed Signals
As the busy summer season waned, hospitality prices and demand softened in certain sub-segments. Hotels saw a 22% monthly drop, pubs decreased by 26%, and restaurant spend slipped 14% month-on-month. Year-on-year, however, restaurants still posted a 6% gain, illustrating a partial rebound in dining out. Regional variations were evident, with Kerry down 20% and Wexford and Donegal each down around 19% month-on-month, suggesting local factors at play.
Digital and Apparel Spending Trends
The digital economy showed healthy momentum, with online and electronic spend rising 25% year on year and 20% respectively, a pattern likely linked to back-to-school and early-fall purchases. Clothing expenditure fell 6% month-on-month, and department store spend slipped by 3%, signaling a shift in consumer priorities as households recalibrate after summer holiday seasons.
Industry Insight
Adrian Moynihan, head of consumer at AIB, notes that September’s activity reflects a typical post-holiday rebound combined with a strong appetite for cultural and sporting experiences. “September is a busy month as people return from holidays and have that back to school feeling,” he said. The data suggests a resilient consumer base that prizes events and experiences, alongside steady everyday shopping habits.
What This Means for the Irish Economy
The 10% YoY spend increase signals healthy consumer confidence and supports sectors tied to tourism and entertainment. Retailers, venues, and local economies hosting Ploughing, golf events, and music festivals are likely to benefit from sustained demand. Policymakers and businesses should watch for how these patterns evolve as autumn tourism and event calendars expand in the coming months.
