Grilling, Gatherings Top July Fourth Plans for Americans

The Fourth of July holiday will be celebrated by 70% of Americans, who plan to spend the weekend partaking in a variety of activities, according to new data from Numerator.

The survey of 5,900 consumers found that 57% will mark the nation’s 249th birthday by grilling or barbecuing, while 55% will gather with family and friends. Additionally, 31% plan to attend a public celebration, 29% will cook at home, and 20% will host others at home.

In anticipation of the long holiday weekend, stores are expected to be busy as 95% of survey respondents said they plan to make a purchase for Independence Day. Food items top the list at 83%, followed by alcoholic beverages (44%), non-alcoholic beverages (34%), decorations (24%), and party supplies (18%).

Grocery stores (59%), big box stores (49%), liquor stores (26%), and discount or dollar stores (23%) are the four most popular retail channels consumers said they will visit to purchase their holiday goods.

More than half (57%) of Independence Day shoppers plan to spend between $25 and $99 on their holiday items. Also, 60% plan to spend the same as last year, 20% plan to spend more, and 20% plan to spend less.

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 purchase beer, while consumers in the West are twice as likely to purchase hard seltzers or canned cocktails.