While many Americans are eager to fire up the grill with their favorite cookout cuisine, others will use the Independence Day holiday for a family vacation before kids head back to school. According to the National Retail Federation’s 2013 Independence Day survey, 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% in 2012. One in four will stretch their budgets 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.”[Source: "2013 Independence Day survey." National Retail Federation (NRF)/BIGinsight. 24 Jun. 2013. Web. 25 Jun. 2013.]