Americans Feeling Festive for the Fourth

Average household expected to spend more than $70 to celebrate independence.

July 02, 2015

WASHINGTON – Americans are ready to put on their red, white and blue to celebrate Independence Day with friends and family — and plenty of food. According to the National Retail Federation’s (NRF) 2015 Independence Day Survey, conducted by Prosper Insights & Analytics, more than 156 million consumers — nearly two-thirds of those celebrating — are planning to take part in the patriotic holiday by attending a cookout, picnic or barbecue.

According to the NRF, these patriotic revelers will spend an average of $71.23 per household, up from $68.16 last year. Total domestic spending on food items for the holiday is estimated to reach $6.6 billion.

“The busiest half of the year for retailers is about to begin, and with economic conditions swaying in consumers’ favor more so this year than last, many seem eager to take advantage of retailers’ promotions,” said NRF President and CEO Mathew Shay.

The holiday weekend is also a popular time for travel and vacations, with AAA reporting that 42 million Americans are expected to travel over the holiday period. 

When asked by the NRF about the influence gas prices will have on their spending, nearly eight in 10 (78%) say that the price of gas will not affect their spending for the holiday weekend, up from 70% who said so last year.
“Consumers this summer and for the 4th of July will take advantage of lower gas prices to head to the beach or get together with family — something they’ve had to think long and hard about in recent years with higher energy costs and limited budgets,” said Prosper Insights Consumer Insights Director Pam Goodfellow.

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