Over half of Americans plan to celebrate Memorial Day weekend — and most will shop

Memorial Day weekend could see slightly higher spending this year than last. 

That’s according to market research firm Numerator’s survey of over 5,500 consumers, which found that 68% of Memorial Day shoppers plan to spend under $100 on their holiday supplies, and nearly a quarter (23%) expect to spend more this year than they did last year.

In other findings, 57% of U.S. consumers plan to celebrate Memorial Day weekend, and 95% of celebrants plan to make purchases. Food tops the shopping list (83% plan to purchase), followed by alcoholic beverages (44%), non-alcoholic beverages (33%), decorations (17%), party supplies (14%), candy (9%) and games or activities (9%).

The most popular locations for planned Memorial Day weekend purchases are grocery stores (65%), followed by big box stores (47%), liquor stores (24%), discount or dollar stores (18%) and local shops/small businesses (14%). Compared to other generations, Gen Z consumers are 1.6 times more likely to say they will shop at discount or dollar stores.  

Other insights from the Numerator report are below.

•People are looking to get out of the house for Memorial Day 2024. Compared to what consumers said they did in 2023, more plan to attend a public celebration, travel, and go out to eat (all up +2% vs YA) for Memorial Day this year.

•Beer remains the most popular alcoholic beverage for the holiday. Among those planning to buy alcohol, the top choice is beer (76%), followed by wine (42%), spirits or spirit-based drinks (36%), and hard seltzers or canned cocktails (35%). Gen Z is over twice as likely to choose hard seltzers or canned cocktails (88% vs. 35%), while Boomers+ are the most likely generation to opt for wine (51% vs. 42%).

•In the weeks leading up to Memorial Day weekend, consumers ready themselves and their spaces for outdoor living. In the four weeks leading up to Memorial Day 2023, unit sales spiked for bug repellent (+130%), pool tools & accessories (+103%), pool floats & pool noodles (+96%), canopies & shelters (+89%), pools & chemicals (+83%), grills (+63%), patio chairs (+56%) and sunscreen (+41%).

Numerator’s Q2 2024 Holiday Preview survey was fielded to 5,577 consumers in April 2024 and highlights consumers’ celebration, shopping and spending plans for five key holidays occurring in May, June and July 2024.