Fourth of July is the quintessential summer celebration: backyard cookouts, fireworks, and perhaps a day at the pool or even the beach. CivicScience data show that more than half of Americans typically celebrate the Fourth of July, and in 2023 celebrators total to 61% of the population. Over one-quarter will attend a professional fireworks show, 32% will host or attend a cookout, and 36% will enjoy an alcoholic beverage – percentages nearly identical to last year’s plans.
How else do consumers intend to celebrate the holiday? Here are additional Fourth of July insights to follow from the CivicScience InsightStore:
The COVID-19 pandemic’s transition out of national emergency status this spring doesn’t seem to have impacted this year’s Fourth of July celebrations. According to CivicScience data, social gatherings for the holiday look similar to last year. The majority of U.S. adults celebrating will do so in the company of family or friends, while a small portion (18%) will connect with people remotely (which may or may not be related to health concerns). A smaller percentage (8%) say they will meet in person but will still ‘take precautions’ – a lingering effect of the 2020 pandemic, when up to 35% of celebrators were taking precautions in person.
Total planned spending for Fourth of July celebrations look roughly the same as last year, yet fewer will be spending less, which could be related to improving economic sentiment among U.S. consumers.
However, dialing into exactly how people plan to celebrate the Fourth, CivicScience data reveal where the bigger spenders might exist:
- 50% of Gen Z say they will spend more on their Fourth of July celebrations this year; as age increases, reports of spending ‘about the same as last year’ also increase.
- 1-in-5 people concerned with inflation plan to spend about the same as last year, mirroring the Gen Pop, compared to 28% of those not concerned with inflation.
- People celebrating in-person with precautions are over twice as likely to plan to spend more this year than those celebrating in-person without precautions. While those taking precautions are an extreme minority, their intent to spend combined with a less conservative economic stance makes this segment of the population one to watch.
Planned Travel and Economic Perspectives
Fifteen percent of U.S. adults plan to travel more than 25 miles from home for the holiday, the same as in 2022. Preoccupation with energy and gas prices has a visible effect on travel plans. If energy and gas prices are a concern, survey respondents are more likely to report they will not be traveling 25 miles or more for the Fourth of July. If energy and gas prices are not a concern, respondents are significantly more likely to say they will possibly drive 25 miles or more to celebrate the occasion.
Fourth of July will have all the makings of the American holiday people know and love. Inflation and other economic concerns are present but won’t hold people back too much this year compared to last year. And while the number of people celebrating in-person with safety precautions is small, they are different enough from the Gen Pop to consider.
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