Labor Day spending plans include...
Two-thirds of consumers plan to celebrate Labor Day this year, and more than a third expect to shop during the holiday weekend.
According to Numerator’s 2024 Labor Day Intentions Preview, 36% of U.S. consumers expect to shop during this year’s Labor Day sales, with shoppers fairly evenly split between in-store and online. Thirty-six percent plan to shop online sales only, 28% plan to shop in-store sales only and 36% plan to shop both.
Among the 67% of consumers planning to celebrate Labor Day, the preferred activities are grilling (63%), gathering with family and friends (58%) and cooking or baking at home (32%). Gen Z and millennial celebrators are more likely to go out to eat (16% vs. 10% for all celebrators), order food for takeout or delivery (16% vs. 8%), and go out for drinks (19% vs. 8%).
[READ MORE: Consumer confidence inches up in August to highest level in six months]
Labor Day shopping lists include food (88% of celebrators plan to purchase), alcoholic beverages (52%), non-alcoholic beverages (38%) party supplies (16%), and candy (13%). Nearly six-in-10 (59%) celebrators plan to shop at grocery stores (Kroger, Publix, etc.), while 53% plan to shop at big box stores (Walmart, Costco, Target, etc.).
Most consumers (33%) plan on spending between $50-99 on Labor Day needs, while 26% plan on spending between $100-199 and 25% plan on spending between $25-49. Shoppers who plan on spending more than $100 on supplies are more likely to be Gen X or boomers.
Nearly seven-in-10 (69%) consumers say they’ll stay close to home this Labor Day weekend, while 21% will drive or fly somewhere else. Fourteen percent will drive somewhere within three hours of home, while 9% are still unsure of travel plans.
