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Memorial Day is just around the corner — a time to honor and remember those who lost their lives while serving our country. As Americans prepare to observe the holiday, new CivicScience data show a slight dip in celebrations this year – 61% of Americans intend to celebrate, down from 63% in 2024. While the decline is modest, it comes as economic uncertainty continues to shape consumer priorities — and, potentially, how Americans plan to observe the holiday. CivicScience took a closer look at what those plans entail and how current economic conditions may influence them.
Staying Closer to Home This Memorial Day
This year, cookouts and quality time with family and friends remain the most popular Memorial Day plans. While Americans were more likely to celebrate Memorial Day at a cookout in 2023, they’ve since shifted toward spending the holiday with friends and family — a pattern seen in both 2024 and now 2025. In the context of ongoing economic uncertainty, this shift may reflect a desire to celebrate in ways that feel more manageable or flexible when it comes to cost. Intent to head out of town (traveling any distance) has also dipped slightly overall, while interest in attending Memorial Day events is growing. (CivicScience is diving deeper into how the economy is shaping summer travel trends in our upcoming webinar—register here to get the latest insights.)
Lower- and middle-income Americans continue to favor more budget-friendly activities, such as spending time with friends and family (but not at a cookout) — a choice that’s four percentage points higher among lower-income respondents compared to 2024. Notably, intent to head out of town among higher-income households has dropped significantly in 2025, suggesting that economic concerns are now reaching even those consumers typically more insulated from price pressures.
Answer our Poll: Do you typically travel for Memorial Day weekend?
The Memorial Day Cookout Menu Is Changing
Cookouts remain a go-to way to celebrate Memorial Day, and this year’s menu looks familiar: hamburgers and hot dogs still top the list for those planning to host; however, both have declined slightly from last year. Grilled chicken and fish/seafood saw a slight uptick, but steak saw a more significant increase from last year (+4 percentage points). This increase in steak purchasing stands out in an economy where many watch grocery costs more closely, suggesting that for some, holiday cookouts may be a more reasonable splurge despite tighter budgets.
Use this Data: CivicScience clients have access to real-time insights like these to navigate seasonal changes and broader market trends with confidence.
Fewer Intend to Drink Alcohol, Aligning with Changing Alcohol Consumption
That said, some celebrators may be scaling back on alcohol this year. The percentage of U.S. adults 21+ who plan to drink for Memorial Day dropped four percentage points since last year to 24% – which marks a much steeper decline from 2022 levels (33%). This adds to a broader pattern of more mindful or cost-conscious celebrating, whether due to shifting wellness habits, tighter budgets, or a changing interest in holiday drinking.
Join the Conversation: Are you going to a Memorial Day cookout?
As Americans adjust their Memorial Day plans to accommodate economic realities, these patterns may foreshadow consumer behavior throughout the summer. The preference for at-home gatherings over travel and selective splurging on certain categories while cutting back on others suggests a calculated approach to celebrations during uncertain economic times. For retailers and businesses, this means opportunities may exist to provide affordable yet meaningful celebration options.
