Nearly 75% of Americans Will Celebrate The Fourth of July
Nearly three-quarters of American consumers will be celebrating the nation’s birthday and many will be out shopping to secure the products needed to commemorate the early July holiday, according to new figures from Numerator.
As shoppers hit the stores to purchase their holiday provisions, a majority said they will do see at their local grocery or big-box stores. Figures from Numerator show that 63% of Indepdendence Day shoppers will buy from grocery stores, while 54% will visit mass merchants/big box stores. One-in-five said they expect to shop at a liquor store.
Using 2023 as a guide, Numerator expects traditional picnic food brands and categories to see increased holiday penetration in the two weeks leading up to Independence Day. The top 10 categories to see penetration increases were package rolls & buns (+7.0 points vs. prior two weeks), hot dogs (+5.5), mayonnaise (+4.6), ready-to-drink/RTD alcohol beverages (+3.0), ice (+3.0), chips (+2.9), sausage (+2.5), beer (+2.4), dips (+2.3), and ice cream & novelties (+2.3).
On the beverage side, beer is the preferred alcoholic beverage for the holiday. Among those who plan to purchase alcohol, 75% plan to buy beer, followed by spirits or spirit-based drinks (40%), wine (38%), and hard seltzers or canned cocktails (35%). Consumers in the Northeast are more likely to say they will purchase wine (51% vs. 38%), while consumers in the West are twice as likely to purchase champagne or sparkling wine (17% vs. 8%).
When shopping for beverages, there are differences with what people will purchase by region. In the West, four beverage types make the top 10 boosted categories—water (#3) and soft drinks (#4) see more growth than beer (#9) or RTD alcohol beverages (#10).
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. More than 1,000 shoppers shared details of their Independence Day plans. Purchasing insights were compiled using Numerator’s 150k household Total Commerce Panel, looking at data in the two-week lead-up (6/21/2023-7/4/2023) to Independence Day 2023 versus the prior two-week period.