The 2024 Labor Day Intentions Preview from Numerator reports 36% of consumers in the United States expect to shop Labor Day sales, with planned spending fairly evenly split between in-store and online.
Some 36% of survey respondents plan to shop online sales only during Labor Day weekend, 28% plan to shop in-store sales only, and 36% plan to shop both, according to Numerator.
Labor Day celebration intentions are highest among Black consumers, Boomers+ and consumers in the Northeast, with the lowest celebration intention scores coming from Gen Zers and Millennials, Numerator reported.
Labor Day provides considerable opportunity for those companies supporting outdoor and indoor cooking and celebrations this year. Among those planning to celebrate Labor Day, the preferred activities are grilling, at 63%; gathering with family and friends, at 58%; and cooking or baking at home, at 32%. Consumables top Labor Day shopping lists with 88% of celebrators planning to purchase food.
Of those celebrating, 59% plan to shop at grocery stores, and 53% plan to shop at big box stores.
Gen Z and Millennial celebrators are more likely to dine out during the holiday weekend, at 16%, versus 10% for all celebrants; order food for takeout or delivery, at 16% versus 8%; and go out for drinks, at 19% versus 8%.
Shopping may get a boost in the Northeast as weather forecasters are predicting unsettled weather for much of the region during the holiday weekend.
