Independence Day

Two little girls cheer with american flags in their hands dressed for the 4th of july

Independence Day

NRF has been conducting its annual Independence Day survey since 2003 to see how Americans will celebrate the July 4th holiday.

A ‘Hump Day’ Fourth of July slows down spending

More than 216 million Americans (87 percent) planned to observe Independence Day in 2018 and were expected to spend $6.9 billion on food. It’s the second-highest amount in the history of the survey, down from last year’s record $7.1 billion.

 
A son sits on his mom's lap for the Independence day celebration
 

Historical Highlights

Results of NRF’s Independence Day survey are released each year in June.

More on consumer trends

3 things to know about consumers in 2019
 
How smart retailers are striving to not just meet, but exceed customer expectations.
Read more
2018 holiday sales grew 2.9 percent amid turmoil over trade policy and delay in data collection
 
Holiday retail sales in 2018 grew 2.9 percent to $707.5 billion.
Read more
NRF says ‘state of the economy is sound’ and forecasts retail sales will grow between 3.8 and 4.4 percent
 
NRF says consumer spending will be boosted by increased employment and higher wages.
Read more
Is love still in the air?
 
Three ways consumers’ attitudes toward Valentines’ Day are changing.
Read more
Fewer consumers celebrating Valentine’s Day but those who do are spending more
 
Americans are expected to spend a record amount this year.
Read more
Consumers say they’ll spend an average $81 on Super Bowl
 
Super Bowl spending is expected to total $14.8 billion this year.
Read more