Independence Day, celebrated on July 4th, is a federal holiday in the United States that marks the anniversary of the adoption of the Declaration of Independence in 1776. This historic document, drafted primarily by Thomas Jefferson, announced the American colonies' separation from Great Britain and articulated the fundamental principles of liberty and equality that would become the bedrock of the new nation.
Over time, Independence Day became a symbol of national pride and unity. Today, the Fourth of July is marked by parades, fireworks, concerts, barbecues, and other public and private events, celebrating American independence and the values of freedom and democracy.
Behavioral Audience:
On the Fourth of July, American traditions come alive in a vibrant celebration of independence. Communities gather for parades, where marching bands and local organizations display their patriotic pride. Families and friends enjoy barbecues and picnics, often featuring classic dishes like hot dogs, hamburgers, and apple pie.
As the sun sets, fireworks light up the sky, a dazzling tribute to the "rockets' red glare" from the national anthem. People often wear red, white, and blue clothing and adorn their homes with American flags. In many towns, local festivities include concerts, fairs, and historical reenactments, bringing the spirit of 1776 to life. These traditions collectively honor the nation's history and celebrate its enduring freedom and unity.
According to Numerator, 73% of consumers plan to celebrate Independence Day in 2024, down 16.1% from 2023. Among them 83% of shoppers expect to purchase food on their Independence Day. 48% also intend to buy alcoholic beverages. Among those planning to buy alcohol, beer is the top choice (75%) followed by spirits (40%). According to the National Retail Federation's annual Independence Day Consumer Survey, total consumer spending during the Fourth of July holiday was predicted to soar to $9.5 billion, in reality it hit an estimated total of $13.5 billion on food and beverages for the Fourth of July 2023.
The most popular activities for Independence Day celebrations are gathering with family and friends (58%), making grills or barbecue (56%), attending public celebrations (31%), cooking or baking at home (26%), decorating homes (17%), and even traveling (11%).
What can Datonics offer?
In our Datonics Taxonomy you can always find some audiences suitable for any occasion, Independence Day is no exception.
The Fourth of July is a significant celebration that unites communities across the nation. It brings together people from all walks of life to partake in the spirit of patriotism and communal joy. Therefore, you can choose our Premium section and target the whole 4th of July audience at once:
Premium > Lifestyle > Shopping Behavior > 4th of July
As families and friends gather in backyards across the nation, the air fills with the tantalizing aroma of sizzling meats, the sound of laughter, and the crackle of charcoal. But beyond the delicious food, these activities symbolize unity, freedom, and the celebration of American heritage. Meanwhile, you can for sure take advantage of our connected to grilling and barbecue audiences:
Home & Garden > Garden > Grill & Meat Smoker
Food & Beverages > Barbecues & Grilling (Custom)
Additionally, we can provide you with our tailored audience options:
Shopping Intent > Seasonal > July 4th - Precise (Custom)
Lifestyle > July 4th Weekend Celebrator (Custom)
In conclusion, the 4th of July represents more than just a date on the calendar — it embodies the very essence of American identity. May the spirit of independence continue to inspire us to strive for a brighter, more inclusive future for all Americans.