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With Memorial Day–often considered the unofficial start to summer–just around the corner, now is the time when many will begin firming up plans for how they’ll spend the occasion. New consumer-declared data from CivicScience 65% of U.S. adults plan to celebrate Memorial Day weekend this year. This percentage marks a two-point increase from 2025 and matches intent last seen in 2024.
Data also show those with Memorial Day weekend plans overwhelmingly skew younger, as 80% of Gen Z aged 18-29 say they have plans for the weekend, compared to 43% of those aged 65+. Additionally, Republicans are most likely to have plans this year (71%), followed by Democrats (63%), with Independents the least likely to celebrate (52%). It’s worth noting that plans by political affiliation shift depending on who is in the White House, as Democrats were most likely to have Memorial Day plans in 2024 (68% to 64%, respectively, over Republicans).
Cookouts Regain Place as Top Way to Celebrate Memorial Day
After hovering in second place since 2024, plans to attend or host a cookout are once again the top way celebrators plan to spend the day, with 33% intending to enjoy quality time by the grill. Although demoted to second place, a solid 31% of Americans intend to spend time with friends and family outside of a cookout setting. Despite inflation and general economic pressure, those planning to travel is also up slightly over last year.
Americans Stick to Traditional Cookout Favorites This Year
While every cookout is guaranteed to be unique, hamburgers and hot dogs remain Americans’ top two choices on the grill, with grilled chicken taking third place (among those hosting a cookout). Adults aged 45+ lead in preferring this classic cookout fare, while adults 18-44 skew towards ribs, steak, or plant-based meat. Most notably, those under 45 are more than twice as likely as those aged 45 and older to plan on serving seafood.
Intended Alcohol Consumption Increases, Driven By Stressed Americans
Given the nature of Memorial Day plans, alcohol can often be a natural addition to the festivities. While it has been a rough go in the alcohol industry lately, CivicScience data suggest a rare (if only brief) sign of encouragement. This year, intent to drink alcohol among Americans aged 21+ during Memorial Day weekend is up four percentage points since 2025, landing at 28%. That percentage may climb as another 46% say ‘maybe, I’m not sure.’
What’s driving this spike in drinking intent? CivicScience data indicate that stress may be one answer. Those who have been ‘very’ strongly stressed are 10 percentage points more likely to plan to drink this Memorial Day than those who report being ‘not at all’ stressed (40% vs 30%) and 10 percentage points more likely to be concerned about gas and energy prices (34% vs 24%). This suggests that celebrators may be seeking a mental escape, even if just for a day.
While Memorial Day plans continue to focus on quality time and good food, the data show that it’s not all fun and games. With increased alcohol consumption lining up with increased stress, Americans may be shifting their spending to support a desire to disconnect from their day-to-day stress, at least for the long weekend.
