Independence Day

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.

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%

Independence Day Data Center

Learn more about celebration and purchasing trends over time and how various demographics plan to embrace the holiday.

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

More on consumer trends

How hair care company Prose personalizes beauty
 
Co-founder Paul Michaux on using tech to customize customer connections.
Read more
COVID-19 takes its toll on toys
 
Movie delays create merchandising challenges for toy retailers.
Read more
Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19
 
Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19
Read more
Bringing a personal touch to retail in the age of social distancing
 
Retail Gets Real episode 186: How retailers can adapt for safety and convenience.
Read more
Through the retail lens: Spirit Halloween’s outlook
 
President and CEO Steven Silverstein talks about the unique challenges of celebrating this year.
Read more
Kohl’s and Sephora among six retailers rethinking loyalty
 
Kohl’s, Sephora and more are revamping programs to meet new customer demands.
Read more