4th of July is a federal holiday dedicated celebrating the independence of the United States. It is generally viewed as a time to get family together, whether going on vacations or celebrating in the backyard with a barbeque while watching fireworks.
Behavioral Audience:
Each year, Americans eagerly anticipate the celebration of Independence Day, while retailers provide an array of options that help forge cherished new memories. Independence Day in the United States is a day filled with fireworks, parades, barbecues, carnivals, fairs, picnics, concerts, baseball games, family reunions, speeches, and ceremonies. It's a national holiday that celebrates the history, government, and traditions of the United States.
Eighty-seven percent of consumers planned to celebrate the Fourth of July in 2023 and spend an average of $93.34 on food items. Anticipated total spending for Independence Day celebrations this year is projected to increase by an impressive 23%, surpassing the growth seen during the initial stages of the pandemic recovery. According to the National Retail Federation's annual Independence Day Consumer Survey, total consumer spending during the Fourth of July holiday is predicted to soar to $9.5 billion, surpassing the figures of $7.7 billion in 2022 and $7.5 billion the previous year.
The most popular activities for Fourth of July celebrations are attending a cookout, barbecue, or picnic (65%), followed by attending fireworks displays or community celebrations (42%) and parades (13%). Additionally, 32% of respondents plan to purchase patriotic items for the holiday. A notable 14% have travel or vacationing on their itinerary. Additionally, Fireworks are also extremely popular with both large organizations and individuals. According to a 2022 study Americans spent over $2.5 billion on fireworks (Including both professional displays and consumer purchases) in 2021.
Market Research:
Local Governments/Organizations: During the fourth of July over 14,000 firework displays across the country light up the sky in celebration of the nation’s independence. Over 50.6 million pounds of professional fireworks and 102 million pounds of consumer/backyard fireworks were used in 2020 alone. The Macy’s 4th of July Firework celebration in New York City spent $6 million on fireworks alone. Thus, it is possible to target both organizations and individuals as public purchase of fireworks is legal within the United States (except Massachusetts) both online and in stores.
Families and Friends: Americans are willing to spend more on food and drinks in order to celebrate the holiday. In recent years there has been higher spending on meat products and alcohol. Additionally, for men there has also been a larger desire for commercial firework products. As with any gathering, essential supplies such as paper plates, plastic utensils, and napkins continue to be in high demand as well. On average, people aged 35-44 spend the most on food compared to other age groups according to the NRF. The breakdown by generation reveals interesting insights into Fourth of July spending habits. On the other hand, those aged 65 and older are expected to be the most frugal in their spending. Here is the average amount spent on food categorized by age:
Travelers: In 2021, 46.2 million Americans left their homes to travel during Fourth of July, with 41.8 million going on road trips, 3.5 million travelling by air, and 900,000 travelling by other means.
Young Men: Young Men are a key demographic who tend to spend a significant amount on Fourth of July products. On average men spent more on food than women did, $76.68 to $68.20 during previous fourth of Julys’. Young men are more likely than other demographics to go out and purchase fireworks. It is roughly a 2:1 ratio compared to female firework purchases, which is further reflected by the data published in a report by the Consumer Product Safety Commission. Finally, studies found that men are more likely to travel for Fourth of July than women, 65% compared to 56%.
In-store Shoppers: As opposed to many other holidays where online shopping is the growing trend, most Americans (88%) shopped in-store in 2022 in preparation for Fourth of July. In contrast, only 19% of shoppers shopped online, 68% of consumers shopped at grocery stores, 47% purchased from mass retailers, 32% shopped at clubs or wholesale retailers, and 19% shopped at liquor stores. Generally, the largest and most popular grocery stores are Walmart, Costco, Kroger, Sam’s Club, Publix, and Target, and this remains true during Fourth of July. However, it should be noted that many smaller communities tend to be more loyal to local retailers rather than major national brands.
Marketing during Independence Day presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on this celebration day. Some ideas include:
Collaborate with Local Governments/Organizations: Explore partnership opportunities with local government entities or organizations responsible for organizing fireworks displays and community celebrations. Sponsor or contribute to these events to enhance brand visibility and connect with a wide audience.
Target Families and Friends: Create marketing campaigns that emphasize the importance of family and friend gatherings during Fourth of July. Promote food and drink products, including meat products and alcohol, as well as party supplies like paper plates, utensils, and napkins. Consider offering special discounts or bundles to attract these consumers.
Appeal to Travelers: Develop travel-related promotions targeting individuals who plan to go on road trips or vacations during the Fourth of July holiday. Partner with hotels, resorts, or travel agencies to offer exclusive deals or packages to attract travelers. Highlight the convenience and enjoyment of celebrating the holiday in different locations.
Engage Young Men: Tailor marketing efforts to attract young men, who tend to spend more on Fourth of July products such as food and fireworks. Highlight product features that appeal to their interests and emphasize the excitement of fireworks displays. Consider social media campaigns and influencer collaborations to reach this demographic effectively.
Focus on In-tore Shopping: Recognize the preference for in-store shopping during Fourth of July preparations. Ensure prominent visibility in grocery stores, mass retailers, clubs, and liquor stores where consumers traditionally shop for holiday-related items. Offer special promotions or displays to attract shoppers in-store.
Leverage Online Channels: While in-store shopping remains popular, don't overlook the online presence. Utilize online advertising, social media campaigns, and e-commerce platforms to reach a wider audience. Provide convenient online ordering options for those who prefer to shop digitally.
Emphasize Value and Quality: Emphasize the value and quality of your products or services to appeal to cost-conscious consumers. Highlight any special promotions, discounts, or bundle deals to attract attention and position yourself as a reliable and affordable choice for Fourth of July celebrations.