Numerator research indicates that more people will celebrate the 4th of July this year, at 87% versus 84% in 2022, with all manner of celebrations and related purchasing possibilities gaining compared to last year.
Independence Day prompts more celebrations than Memorial Day, with 75% of participants in an earlier Numerator study saying they planned holiday activities for the end of May event. Top celebration plans for the 4th of July are watching fireworks, selected by 60% or respondents; grilling/barbecuing, at 58%; and attending or hosting a gathering/party, at 46%.
Compared to Independence Day 2022, more consumers plan to celebrate in just about every popular way. In Numerator’s 2022 study, 46% of participants planned to watch fireworks versus the 60% this year, for example. More participants plan on cooking and/or baking for the occasion this year than last year’s holiday, at 29% versus 18%; on attending a public celebration, at 23% versus 12%; and participating in recreational activities, at 19% versus 10%.
Nearly everyone surveyed intends to shop for the holiday. Food items top of the list, with an 83% purchase intent, followed by alcoholic beverages, at 47%; non-alcoholic beverages, at 34%; decorations, at 22%; and party supplies, at 20%.
The nearly half of consumers planning to purchase adult beverages made beer the top choice, yet, Numerator noted, spending is shifting for the holiday, potentially priming sales of related beverageware and accessories. Among those planning to buy adult beverages, beer comes in at 68% planning to purchase versus 62% in 2022, followed by wine, at 35% versus 31%; ready-to-drink cocktails at 27% versus 23%; and spirits at 27% versus 23%.
Three-quarters of consumers expect rising prices to hit their 4th of July spending, Numerator pointed out. To that end, 34% say they expect a slight impact from inflation; 23% anticipate a moderate impact; and 17% expect a significant impact. Three quarters of study participants said they are seeking out ways to save money, with, 52% saying they would buy items on sale; 31% saying they would prepare budget-friendly foods; 27% saying they would use more coupons; 20% saying they would shop at dollar or discount stores; 16% saying they would switch to store/private label brands; 11% saying they would buy smaller items; and 9% saying they would travel less.
