Numerator: Fourth of July spending plans include...
Independence Day is around the corner, and despite economic pressures, consumers are still planning on celebrating.
New data from Numerator reveals that the majority (70%) of Americans plan to celebrate the Fourth of July, with the top plans including: grilling or barbecuing (57%), gathering with family and friends (55%), attending a public celebration (31%), cooking or baking at home (29%), and hosting others at their home (20%).
Virtually all (95%) consumers plan to make a purchase for Independence Day, with food items being the most popular (83% plan to purchase), followed by alcoholic beverages (44%), non-alcoholic beverages (34%), decorations (24%) and party supplies (18%). Independence Day celebrants plan to make their purchases from grocery stores (59%), big box stores (49%), liquor stores (26%), and discount or dollar stores (23%).
Close to six-in-10 (57%) Independence Day shoppers plan to spend between $25 and $99 on their holiday items. A similar number (60%) said they plan to spend the same as last year with 20% saying they plan to spend more. Twenty percent say they plan to spend less compared to last year.
[READ MORE: Survey: Consumers already seeing prices rise; to cut back this summer]
Additional insights from the Numerator survey include the following:
- Compared to all celebrators, Gen Z is almost three times as likely to say they will go out to eat (20% vs. 7%), while Millennials are 1.6x more likely to say they will travel (16% vs. 10%).
- Among those who plan to purchase alcohol, beer is the top choice (74% plan to buy), followed by spirits (36%), hard seltzers or canned cocktails (34%), wine (34%) and margaritas (23%).
- Consumers in the Northeast are more likely to say they will purchase beer (81% vs. 74%), while consumers in the West are twice as likely to purchase hard seltzers or canned cocktails (41% vs. 34%).
Numerator’s 2025 Q2 Holiday Intentions Preview features a survey of 5,900 consumers across the United States.
