Market researcher Numerator reported findings that 73% of U.S. consumers plan to celebrate Independence Day this year.
Popular Fourth of July activities include gathering with family and friends, at 58%, grilling or barbecuing, at 56%, attending a public celebration, at 31%, cooking or baking at home, at 26%, and hosting others at their home, at 18%. With 83% of celebrating consumers planning to buy food for the holiday, brands and categories typically associated with picnics and cookouts should see the highest boosts in household penetration, Numerator stated.
In terms of where they will prepare for the holiday, 63% of Independence Day shoppers plan to buy their supplies from grocery stores, while 54% expect to purchase from big-box stores, and 26% expect to shop at liquor stores.
With 83% of celebrants planning to buy food for the holiday, brands and categories typically associated with picnics and cookouts are expected to see the biggest boosts in household penetration, according to Numerator.
