albert Chan
According to the 2019 Independence Day spending survey from the NRF and Prosper Insights & Analytics, very slightly fewer Americans plan to celebrate the July 4th holiday this year, with the participation rate at 86%, compared to 87% last year and 88% in 2017.
Young adults are more interested than older shoppers in celebrating the holiday this year. The NRF survey found that nearly 94% of respondents aged 18-24 years old and 89% of 25-34 year olds plan to celebrate, while about 88% of 35-44 year olds will.
[caption id="attachment_91717" align="aligncenter" width="700"]
Base: 7,553 US consumers ages 18+ surveyed in June 2019
Source: NRF/Prosper Insights & Analytics[/caption] Independence Day Spending on Food According to the NRF survey, total spending on food items for the holiday will be $6.78 billion this year, down from $6.94 billion last year and $7.15 billion in 2017. The average spend per person on food items is expected to decline 2.7% year over year to $73.33. [caption id="attachment_91718" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019
Source: NRF/Prosper Insights & Analytics[/caption] How Consumers Plan to Celebrate Eating outside is one of consumers’ favorite ways to celebrate the Independence Day holiday. The NRF survey found 61% of respondents plan to attend cookouts and barbeques or host picnics, while nearly 40% plan to attend fireworks displays. For some, Independence Day is a day of vacation and travel. An estimated 14% plan to head out of town for the holiday. Gasoline prices are lower this year, and only 20% of people surveyed said that gas prices would impact travel plans, down from 25% last year. According to the 2019 Independence Day Holiday Travel Forecast report by IHS Markit and automobile service, insurance and financial service provider AAA, about 48.9 million Americans are planning to travel this Independence Day weekend, up 4.1% over last year. [caption id="attachment_91719" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019
Source: NRF/Prosper Insights & Analytics[/caption] The Popularity of Patriotic Merchandise Remains Intact Patriotic merchandise for the 4th of July holiday remains popular. In the NRF survey, 61% of respondents said they owned a flag, marginally down from 62% in 2018. The percentage of respondents who said they own patriotic apparel rose very slightly, from 51% in 2018 to 52% in 2019, while those who said they own decorations remained unchanged at 38%. Consumers were also asked if they are planning to purchase any additional patriotic merchandise within the next 30 days. About 26% of respondents plan to buy new patriotic items, slightly lower than 28% in 2017 and 27% in 2018. [caption id="attachment_91720" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019
Source: NRF/Prosper Insights & Analytics[/caption] The proportion of Americans planning to celebrate Independence Day this year may be down since it falls on a Thursday. However, it still offers retailers a good opportunity to enhance sales. Americans aged 18-44, who comprise a significant proportion of all consumers, are expected to make purchases for the holiday.
Base: 7,553 US consumers ages 18+ surveyed in June 2019Source: NRF/Prosper Insights & Analytics[/caption] Independence Day Spending on Food According to the NRF survey, total spending on food items for the holiday will be $6.78 billion this year, down from $6.94 billion last year and $7.15 billion in 2017. The average spend per person on food items is expected to decline 2.7% year over year to $73.33. [caption id="attachment_91718" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019Source: NRF/Prosper Insights & Analytics[/caption] How Consumers Plan to Celebrate Eating outside is one of consumers’ favorite ways to celebrate the Independence Day holiday. The NRF survey found 61% of respondents plan to attend cookouts and barbeques or host picnics, while nearly 40% plan to attend fireworks displays. For some, Independence Day is a day of vacation and travel. An estimated 14% plan to head out of town for the holiday. Gasoline prices are lower this year, and only 20% of people surveyed said that gas prices would impact travel plans, down from 25% last year. According to the 2019 Independence Day Holiday Travel Forecast report by IHS Markit and automobile service, insurance and financial service provider AAA, about 48.9 million Americans are planning to travel this Independence Day weekend, up 4.1% over last year. [caption id="attachment_91719" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019Source: NRF/Prosper Insights & Analytics[/caption] The Popularity of Patriotic Merchandise Remains Intact Patriotic merchandise for the 4th of July holiday remains popular. In the NRF survey, 61% of respondents said they owned a flag, marginally down from 62% in 2018. The percentage of respondents who said they own patriotic apparel rose very slightly, from 51% in 2018 to 52% in 2019, while those who said they own decorations remained unchanged at 38%. Consumers were also asked if they are planning to purchase any additional patriotic merchandise within the next 30 days. About 26% of respondents plan to buy new patriotic items, slightly lower than 28% in 2017 and 27% in 2018. [caption id="attachment_91720" align="aligncenter" width="700"]
Base: US consumers aged 18+ who plan to celebrate Independence Day, surveyed in June 2019Source: NRF/Prosper Insights & Analytics[/caption] The proportion of Americans planning to celebrate Independence Day this year may be down since it falls on a Thursday. However, it still offers retailers a good opportunity to enhance sales. Americans aged 18-44, who comprise a significant proportion of all consumers, are expected to make purchases for the holiday.