As the summer season rolls in and the temperatures continue to rise across the country, Americans are gearing up to celebrate Independence Day. While many are eager to fire up the grill with their favorite cookout cuisine, others will use the holiday for a family vacation before kids head back to school. Whatever festive summer plans may be brewing, the Fourth of July is just around the corner and consumers are feeling patriotic. According to NRF’s 2013 Independence Day survey conducted by BIGinsight, seven in 10 Americans who plan to celebrate the holiday will attend a barbeque, cookout or picnic, totaling more than 164 million people – a record in that category.
With the state of the economy still weighing on consumer’s minds, many will look to have fun and enjoy the weather with family and friends without breaking the bank, and luckily there are affordable ways to celebrate this patriotic holiday. Fireworks, Independence Day’s traditional affair, will be popular with celebrants this year: 117 million will opt to view the nearest community fireworks spectacular. Another 38 million will salute Uncle Sam at a festive parade.
The survey also found that gas prices may not put too much of a damper on family travel plans this year: nearly two-thirds of Americans say the price of gas will not impact their July 4 spending – an increase from 63 percent last year.
While some will hit the stores in anticipation of the big weekend, others may not need to stock up as they are already prepared. The survey found 142 million say they already own a flag, and nearly half say they own patriotic apparel such as a t-shirt or hat. However, one in four will stretch their budgets in and purchase patriotic gear for the holiday.
Pam Goodfellow, consumer insights director at BIGinsight, thinks increasing consumer optimism could bode well for retailers looking to attract holiday shoppers this Independence Day: “Great summer weather and a day off from work will help put Americans in high spirits this Fourth of July. In the coming days, retailers will offer discounts on everything from traditional barbecue food and accessories to beach gear and summer apparel, so there’s no question consumers will be able to find affordable ways to celebrate with friends and family.”
To access full data from the NRF Independence Day Survey, visit the Retail Insight Center, or take a quick look at other ways consumers plan to celebrate July 4: