Report: July 4 holiday to bring out consumers

Washington, D.C. More people will celebrate the July 4 holiday this year than last year, according to the National Retail Federation’s 2009 Independence Day Consumer Intentions and Actions Survey, conducted by BIGresearch.

With the holiday falling on a Saturday, about 62.6% of Americans -- or 144 million people -- will host or attend a cookout, barbecue or picnic, compared with 61.2% (139 million people) in 2008.

When it comes to the patriotic merchandise consumers already own, 121 million Americans own an American flag, 89 million have patriotic apparel, 58 million own decorations and 25 million have bumper stickers or car decals. According to the survey, 14% of consumers plan to purchase additional patriotic merchandise this month.

Though gas prices are still far below last year’s levels, a recent uptick in costs is causing some Americans to reconsider their plans. According to the survey, 44.5% of Americans will change their Independence Day plans on account of higher gas prices.