NRF study: Millions planning July 4th festivities

Washington, D.C. A survey released Wednesday by the National Retail Federation and conducted by BIGresearch found that nearly 144 million Americans -- or 61.9% of adults over age 18 -- will celebrate the Fourth of July.

The 2010 Independence Day Consumer Intentions and Actions survey said that the celebrations will be traditional, which means attending or hosting a cookout/barbeque or picnic.

The survey also found 98 million, or 42.4% of adults over 18, will watch fireworks or attend a community celebration, compared with last year's 42.7%. More than 28 million (12.2%) will attend a parade and 27 million (11.5%) will travel or take a vacation.

Independence Day is big business; more than 123 million people (60.8%) already own an American flag and nearly 86 million (41.9%) own patriotic apparel such as a t-shirt or hat. More than one-quarter (27.3%) of consumers own patriotic decorations. As July 4th approaches, 16.2% of consumers will head to stores to buy new patriotic merchandise, up from the 14.1% who were expected to shell out extra money for apparel, decorations or accessories last year.