Overview: A Strong September for Irish Card Spend
The latest AIB Spend Trend report shows a robust rise in consumer spending across Ireland, with overall card spend up 10% year on year in September. The growth was driven by a mix of entertainment, tourism, exhibits, and lifestyle events, underscoring how seasonal activities and major events shape purchasing patterns. The bank processed data from 75 million card transactions across in-store and online channels, reinforcing the breadth and reliability of the insights.
Ploughing Championships Drive Tourism and Exhibits Spending
September proved to be a record month for tourism and exhibits, with the National Ploughing Championships in Co Offaly contributing to the highest selling days of the year for tickets and related services on September 16 and 17. Ticket sales were notably led by customers from Cork, Tipperary, Galway, Limerick, and Offaly, reflecting broad regional engagement with what is described as the world’s largest event of its kind. The data highlights how large-scale cultural and agricultural events convert into heightened consumer activity and spend on related experiences, hospitality, and retail.
Golf Attendance and Associated Spending Jump
September also marked a notable uptick in golf spend, aligning with Ireland’s high-profile golf calendar. The month saw Rory McIlroy’s Irish Open victory at The K Club, followed by participation in the Ryder Cup. These events coincide with a 10% increase in spending at golf clubs and courses, illustrating how major championships and national teams can stimulate ancillary spending by clubs, patrons, and associated services.
Entertainment, Tickets, and Cinema: Big Month for Experiences
Entertainment showed a strong lift, rising 18% for the 12 months to September and 7% month on month. AIB reported a significant rise in ticket sales, up 45% year on year, with September 3 highlighted as the peak day for ticket transactions due to early sales for Electric Picnic 2026 and big-name gigs like The Weeknd in Dublin. Cinema spending climbed 19% year on year, buoyed by popular releases such as The Conjuring: Last Rites and other high-profile films, while digital games continued their growth trajectory with a 25% annual increase. Demographically, 77% of gaming spend came from men, and 25–34-year-olds accounted for 29% of all gaming outlays, reflecting a youthful, tech-oriented segment driving this category.
Hospitality: Mixed Results for Restaurants and Lodging
Not all hospitality segments followed the same trend. While overall dining out saw a 6% gain over 12 months, September’s month-on-month figures showed declines across several hospitality sub-sectors: hotel spend dropped 22%, pubs fell 26% month on month, and 17% year on year. Restaurant spend declined by 14% month on month, with the sharpest decreases recorded in Kerry (20%) and in parts of Wexford and Donegal (around 19%). The figures imply a shift in consumer behavior post-summer as the back-to-school season unfolds and confidence reallocates across leisure options.
Groceries and Everyday Spending
In contrast to the entertainment and events markets, groceries spend rose modestly by 3%, with the average grocery transaction valued at €24.57. This points to continued steady everyday spending even as consumers allocate budgets to experiences and big-ticket tickets.
Data Transparency and Expert Insight
AIB emphasizes that the data is anonymised and aggregated, providing one of the most comprehensive datasets on consumer spending in Ireland. Adrian Moynihan, Head of Consumer at AIB, noted that September is a busy transition month as people return from holidays and re-enter routine life. He added that robust spend patterns help businesses understand consumer behavior and plan effectively for upcoming seasons.
What This Means for Businesses
For retailers, venues, and event organizers, September’s trends underline the importance of timing promotions around big events—ploughing championships, major golf tournaments, and blockbuster concerts. Investment in ticketing systems, hospitality packages, and targeted marketing around September highlights can align inventory and staffing with observed consumer behavior. In a broader sense, the data suggests a resilient consumer base in Ireland, with households willing to spend on experiences while maintaining steady everyday purchases.
