Majority of Americans Planning To Celebrate Memorial Day

Nearly 6 in 10 Americans will celebrate the unofficial start of the summer season over the Memorial Day weekend with nearly all celebrants planning to purchase food and alcohol. 

A recent survey of more than 5,500 consumers by Numerator revealed that 57% of respondents will celebrate the holiday. Top celebration plans include gathering with family and friends (57%), grilling/barbecuing (52%), cooking or baking at home (29%), hosting others at their home (17%), and attending a public celebration (13%). Gen X and Boomers are more likely to celebrate Memorial Day than younger generations.

Consumer Sentiment Findings Include:

• Nearly all celebrants plan to make Memorial Day weekend purchases. Food tops the shopping list (83%), followed by alcoholic beverages (44%), non-alcoholic beverages (33%), decorations (17%), party supplies (14%), candy (9%), and games or activities (9%).
• 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%).
• Grocery stores will see the most shoppers this Memorial Day. The most popular locations for planned Memorial Day weekend purchases are grocery stores (65%), 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 1.6x more likely to say they will shop at discount or dollar stores.  
• Memorial Day weekend could see slightly higher spending this year. 68% of Memorial Day shoppers plan to spend under $100 on their holiday supplies, though nearly a quarter (23%) expect to spend more this year than they did last year.
• Beer typically sees a boost in the week leading up to Memorial Day weekend. In the week leading up to Memorial Day 2023, beer saw a 19% unit increase (vs. the week prior), and nearly 1 in 3 US households (30%) purchased beer in that timeframe.
• When purchasing hot dogs, Memorial Day baskets mimic a classic picnic menu. In the week leading up to Memorial Day 2023, shopping baskets that contained hot dogs were 13 times more likely to also contain chili topping and 8x more likely to contain chili. Baskets with hot dogs were also 8x more likely to contain combo condiment packs, 7 times more likely to contain packaged rolls & buns, and 4x more likely to contain side dishes (shelf-stable), packaged sides (refrigerated), and beef.
• 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%).