Trends for Fireworks: More Sparkle, Less Bang

Some fireworks shows designed to please the eyes without pummeling the ears are catching on across the globe as a new trend. In parts of Europe, quiet fireworks displays have grown increasingly common. In Britain, venues close to residents, wildlife or livestock often permit only quiet fireworks.

"By relying on rich color effects and tight visual choreography, designers of quiet fireworks programs can forgo the big explosions and still deliver a stunning show. The hope is that softer celebrations mean less stress for noise-​sensitive children, veterans, older people, pets and wildlife," Steph Yin wrote for The Bulletin.

We’ve seen more competitors in the last decade or so,” said Rino Sampieri, a senior display manager at Fantastic Fireworks, a company based in England that started selling a quiet fireworks package 30 years ago. “Today, quiet fireworks are part of everybody’s inventory.”

Quieter bursts might appeal more to the home-​display shoppers with toddlers and babies attending their family picnics. The latest AudienceSCAN survey revealed 7.7% of Americans intend to buy fireworks this year. And 27% of Fireworks Shoppers have children aged 5 and younger.

"Quiet fireworks are not a new invention. In fact, they are used routinely in classic fireworks shows as visual effects to accompany the loud bangs. Think of the “comet tail,” which shoots into the sky with a trail of sparkles before quietly fizzling out. Or the “flying fish,” which features tiny tadpole embers scattering away from a silent burst."

"What is new is the emergence of a genre of low-​key, quiet fireworks displays for audiences that want the fanfare of fireworks without the auditory disturbance."

"From a strictly visual standpoint, there are pros and cons to a quiet fireworks show. Because they do not include big aerial explosions, quiet shows cannot entertain a large audience, said John Conkling, a professor emeritus of chemistry at Washington College in Maryland. As a result, traditionally big shows — like those on the Fourth of July — would need to be divided into smaller viewings."

"Quiet fireworks can, however, be more colorful."

Hit the colors hard in advertising campaigns geared toward Fireworks Shoppers. The AudienceSCAN study revealed 45% of Fireworks Shoppers took action after seeing television (over-​the-​air, online, mobile or tablet) commercials in the past 30 days.

"The colors in a firework are packed in pellets called “stars.” When certain chemical compounds are heated, they emit signature colors to get rid of their excess energy. For instance, barium compounds emit green, red comes from strontium and blues are made with copper."

"After a firework explodes, its pellets ignite, burn and generate color as they float through the sky. If that initial burst is too powerful, however, the stars shatter and “you really lose the whole color effect,” Conkling said. The most explosive fireworks, in other words, have only a hint of color."

"The real promise behind quiet fireworks, however, is the possibility that they could reduce the harmful effects of traditional fireworks, which include stress on animals and damage to people’s hearing."

Fireworks sellers can stress this stress-​free option for the animal lovers. The AudienceSCAN study revealed 57% of Fireworks Shoppers own dogs, and 39% own cats.

"Fireworks can cause birds to panic and flee en masse, said Judy Shamoun-​Baranes, a geoecologist at the University of Amsterdam who has studied the effects of fireworks on birds. In 2011, 5,000 red-​winged blackbirds fell out of the sky in Beebe, Arkansas, after fireworks celebrations on New Year’s Eve, possibly because the loud noises led them to fly into chimneys, houses and trees."

"Loud fireworks also scare larger mammals like deer and coyotes out into roads, where they can get hit by cars, said Lisa Horn, executive director of West Sound Wildlife Shelter in Washington state."

"Horn’s shelter sees an influx of animals after July 4 each year. July 5 is “always all hands on deck,” she said. Pet shelters also claim to take in the most runaway dogs each year on July 5."

"For people, loud fireworks can lead to hearing loss. The World Health Organization lists 120 decibels as the pain threshold for sound, including sharp sounds such as thunderclaps. Fireworks are louder than that."

Stores could rely on radio to express the quieter fireworks trend. Listeners would get a feel for the level of "boom" and be convinced they won't be missing out on the grandiose association. Radio (over-​the-​air, online, mobile or tablet) spots caused 31.3% of Fireworks Shoppers to take action, according to AudienceSCAN data.

They’re typically above 150 decibels, and can even reach up to 170 decibels or more,” said Nathan Williams, an audiologist at Boys Town National Research Hospital in Nebraska."

"Williams also sees higher traffic to his clinic after Independence Day. “We usually see a handful of people every year,” he said. “In these cases, hearing loss is more likely to be permanent.”

"Children are more vulnerable to hearing loss from fireworks, Williams added, because they are more sensitive to loud noises."

"Quiet fireworks are not completely silent, but they are nowhere near the 120-​decibel cap placed on consumer fireworks in Britain, said Paul Singh, director of Epic Fireworks in England."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.