Fourth of July 2020
Even as areas across the country are lifting stay-at-home mandates and entering phased reopenings, many consumers are understandably hesitant about gathering in large groups or attending public events. And this caution is impacting how consumers think about participating in traditional Independence Day celebrations.
This year, three-quarters (76%) of consumers plan to celebrate Independence Day, down from 86 percent in 2019. Much of the decline is driven by the fact that fewer consumers plan to participate in traditional celebrations like a fireworks show. In fact, just 24 percent say they plan to celebrate the Fourth of July by attending a community celebration, compared with 41 percent last year.
Despite the fact that fewer consumers plan to celebrate Independence Day this year, those who do have plans for the holiday expect to spend over $76 on average, which is in line with historical trends. And more than half of consumers (56%) expect to plan a cookout or BBQ. See more data in the infographic below and click through to our Independence Day Data Center to get a historical perspective.
About this survey: This year’s survey was fielded to 7,762 consumers and was conducted June 1-9, 2020, and has a margin of error of +/- 1.1%.
Historical Highlights
- 2019: Consumers to spend a total $6.7 billion on Fourth of July (Data Center)
- 2018: A ‘Hump Day’ Fourth of July slows down consumer celebrations and spending totals
- 2017: 219 million Americans to celebrate Fourth of July
- 2016: 214 million Americans to celebrate Fourth of July
- 2015: Americans ready for barbecues, travel for Independence Day
Results of NRF’s Independence Day survey are released each year in June.