Numerator: July 4 spending could total nearly $22 billion
Higher prices aren’t stopping consumers from celebrating America’s 250th birthday this year.
The majority (71%) of Americans plan to celebrate Independence Day, with nearly all (95%) celebrators planning to make a holiday-related purchase, according to data from Numerator. Although 45% of shoppers say rising prices will have a moderate or significant impact on their plans, consumers still expect to spend an average of $117 on holiday purchases. Numerator estimates that this will result in nearly $22 billion in potential spending among U.S. adults.
The majority (75%) of those surveyed expect to do all or most of their holiday shopping in-store. Walmart leads planned retailer visits at 56%, followed by Amazon (26%), Dollar Tree (21%) and Target (20%).
More than eight-in-10 (83%) Independence Day shoppers plan to purchase food, with alcoholic beverages (44%), non-alcoholic beverages (33%), decorations (27%) and party supplies (23%) also on shoppers’ lists. Two-thirds (66%) of celebrators plan to grill or barbecue, making it the most common activity for the holiday.
About half (51%) of Americans say the 250th anniversary is very or extremely important to them, though Gen Z consumers are nearly twice as likely as the general population to say it is not important at all (23% vs. 12%). Sixty-nine percent of consumers say it is very or extremely important that 250th anniversary-related merchandise be made in the United States, with top planned purchases including apparel (25%), American flags (21%), outdoor décor (18%), party supplies (18%), and commemorative collectibles (15%).
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More than half (52%) of celebrators plan to celebrate July 4 at home, while 42% will celebrate at a friend or family member's home and 28% plan to attend a public celebration or event. Notably, more than a third (36%) of consumers say they are more likely to attend a public or community event this year because of the milestone celebration.
Numerator’s findings are based on its 2026 Q2 Holiday Preview survey of U.S. consumers, verified buyer purchase data, and an additional survey of 1,000 U.S. consumers regarding America’s 250th anniversary.
