4th July Shopping Trends and Statistics For 2024
The 4th of July is a day steeped in history and tradition for the United States. It is a time when the nation comes together to honor its roots and celebrate its freedom. In 2024, The US will celebrate its 248th independence day, and it is forecasted that nearly 88% of Americans will participate in the celebration.
Americans spent an average of over $9.5 billion on food alone in the past independence days. With an average spending per person exceeding $93.34, it’s clear that Americans spare no expense when in a patriotic mood.
Let’s look at some updated insights into customers’ 4th of July sending habits that will help marketers and brands better prepare for the 248th!
4th July Shopping Statistics (Highlights)
- 88% of Americans plan to celebrate Independence Day in 2024.
- An average American spends $93.3 on food items during the 4th of July celebration.
- 32% of Americans intend to buy extra patriotic items on the 4th of July 2024.
- Americans spend $9.5 billion on food items during the Independence Day celebrations.
- Every year, 42% of Americans gather to watch a 4th of July fireworks display.
- Over $2 billion is spent on fireworks on the 4th of July every year.
- In 2023, the 4th of July celebrations saw a total consumer spending of $15.8 billion, with major share going to food ($9.5 billion) and alcohol ($4.02 billion).
4th July Celebration Participation
Around 87% of Americans celebrate Independence Day each year
9 out of 10 Americans join in the 4th of July celebrations each year, demonstrating their patriotism through traditions like fireworks displays, cookouts, and gatherings with loved ones.
The graph depicts a consistent increase in the number of people participating in the 4th of July celebrations. In 2021 and 2022, approximately 84% participated, while in 2023, it rose to 87%.
Judging by this trend, we anticipate that around 88% of Americans will celebrate Independence Day in 2024.
Here’s the graph displaying the percentage of people participating in the 4th of July celebrations
| Year | Share of Americans celebrating 4th July |
| 2009 | 87% |
| 2010 | 88% |
| 2011 | 89% |
| 2012 | 89% |
| 2013 | 90% |
| 2014 | 88% |
| 2015 | 88% |
| 2016 | 88% |
| 2017 | 88% |
| 2018 | 87% |
| 2019 | 86% |
| 2020 | 76% |
| 2021 | 84% |
| 2022 | 84% |
| 2023 | 87% |
| 2024* | 88% |
America’s Spending Habits for 4th of July Celebrations
Americans spent about $15.8 billion for the Fourth of July 2023. Of this, $9.5 billion was spent on food, $4.02 billion on alcohol (mostly beer), and over $2 billion on fireworks.
An average American spends $93.34 on food during the 4th of July celebration
An average American spent around $93.43 on food items on the 4th of July in 2023. That is a good 11% increase from the previous year when the average spend was $84.12.
Over the last decade, the average expenditure on food per person during Independence Day has increased by 37%.
Judging by past trends, the average American will spend $95 on food on the 4th of July in 2024.
The graph below illustrates the significant rise in per-person spending on food items for the 4th of July celebrations.
| Year | Per person spending on food Items |
| 2014 | $68.16 |
| 2015 | $71.23 |
| 2016 | $71.34 |
| 2017 | $73.42 |
| 2018 | $75.35 |
| 2019 | $73.33 |
| 2020 | $76.49 |
| 2021 | $80.54 |
| 2022 | $84.12 |
| 2023 | $93.34 |
| 2024* | $95 |
Source: NRF
32% of Americans buy extra patriotic items on the 4th of July
32% of Americans plan to purchase additional patriotic items, like flags, hats, apparel, and more, to add to the festivities and express their love for their country.
Source: NRF
Americans spent $9.5 billion on food for Independence Day celebrations in 2023
In 2023, Americans spent $9.5 billion on food for the 4th of July celebrations, marking a 23% increase from the $7.7 billion spent in 2022.
Based on past trends, it is estimated that the total spending on food items for 4th July 2024 will reach $9.8 billion.
The graph below illustrates a gradual increase in total spending on food items for the Independence Day celebration in the USA.
| Year | Total spending on food Items |
| 2014 | $6.3 Billion |
| 2015 | $6.7 Billion |
| 2016 | $6.8 Billion |
| 2017 | $7.1 Billion |
| 2018 | $6.9 Billion |
| 2019 | $6.8 Billion |
| 2020 | $6.5 Billion |
| 2021 | $7.5 Billion |
| 2022 | $7.4 Billion |
| 2023 | $9.5 Billion |
| 2024* | $9.8 Billion |
Source: NRF
42% of Americans gather to watch a 4th of July fireworks display
4 out of 10 Americans join in the 4th of July fireworks festivities happening in over 14,000 locations nationwide. The nation collectively spends over $2.7 billion on Independence Day fireworks.
Source: WalletHub
Americans spent over $2.7 billion on Independence Day fireworks in 2023
Americans spent over $2.7 billion on fireworks to celebrate Independence Day in 2023, a 43% increase from $1.9 billion in 2020.
The surge in fireworks sales was driven by the long-standing tradition of celebrating Independence Day with vibrant fireworks displays and the easing of restrictions on public fireworks shows following the COVID-19 pandemic.
Source: CapitalOneShopping, Americanpyro
$6.5 Million Worth of American Flags Were Imported for 4th of July Celebration in 2023
In 2023, American flags valued at $6.5 million were imported for the 4th of July festivities, while $1 million worth of U.S. flags were exported.
Source: Census
Over 150 million American flags are sold annually on the 4th of July
The Flag Manufacturers Association of America estimates that 150 million American flags are sold in the U.S. during the 4th of July weekend each year.
Source: Fox Business
How Do Americans Celebrate 4th July
When it comes to celebrating the 4th of July, Americans have a variety of ways to mark the occasion. 6 out of 10 Americans opt for a classic cookout, barbecue, or picnic, enjoying delicious food with family and friends.
Another 42% join the festivities by attending fireworks displays or community celebrations. However, a portion, 13%, choose not to celebrate at all, while 13% prefer attending parties.
Here is the graph illustrating how Americans celebrate Independence Day
| Form of Celebration | Percentage of People |
| Cookout / Barbecue / Picnic | 65% |
| Fireworks / Community Celebration | 42% |
| Travel/Vacation | 14% |
| Will not Celebrate | 13% |
| Attending a party | 13% |
| Other | 7% |
Source: Statista
What Americans Like to Shop on the 4th of July
94% of consumers intend to make purchases for the 4th of July. The most popular purchases include food items, with 83% of people planning to spend on them, followed by alcoholic beverages at 47%. Party supplies are the least preferred, with only 20% of people planning to buy them.
| Items | % of people like to buy on 4th July |
| Food Items | 83% |
| Alcoholic Beverages | 47% |
| Non-Alcoholic Beverages | 34% |
| Decorations | 22% |
| Party Supplies | 20% |
Source: Numerator
Independence Day shopping statistics by year
Spending on 4th of July celebrations has shown a steady upward trend over the years. In 2022, the spending reached $7.7 billion, and it surged to $9.5 billion in 2023.
The projected spending for 2024 is expected to hit $11 billion. This continuous growth underscores the increasing significance and scale of Independence Day festivities in the United States.
The table below displays the total spending of Americans for the 4th of July celebration
| Year | Overall 4th of July Spending |
| 2016 | $6.5 Billion |
| 2017 | $6.8 Billion |
| 2018 | $7.1 Billion |
| 2019 | $7.4 Billion |
| 2020 | $7.6 Billion |
| 2021 | $7.8 Billion |
| 2022 | $7.7 Billion |
| 2023 | $9.5 Billion |
| 2024* | $11 Billion |
Source: NRF, Investopedia
4th of July Travel Sales Statistics
Americans are projected to spend approximately $30.36 billion on 4th of July travel in 2024. This includes $18.9 billion for car travel, $8.16 billion for air travel, and $3.3 billion for other modes. Spending varies based on average costs per person, covering expenses like transportation, accommodations, and meals.
4th of July Travel Statistics
70.9 million travelers headed 50 miles or more from home over the Independence Day holiday travel period.
In 2024, over 5.5 million people are expected to travel by other modes of transportation, such as buses, cruises, and trains, marking a 9% increase from the previous year.
In 2024, the projected number of travelers represents a 5% increase compared to 2023 and an 8% increase over 2019.The growth in travel across various modes is propelled by multiple factors. Economic recovery post-pandemic has boosted confidence and disposable income, encouraging more people to travel.
Source: AAA
Around 80% of Americans made a purchase ahead of their Fourth of July celebrations
81.8% of Americans took proactive steps to prepare for their Fourth of July celebrations by making purchases ahead of time. These purchases typically include items such as food and beverages, fireworks, decorations, and outdoor supplies, ensuring they are ready to enjoy the holiday with family and friends.
Source: CapitalOneShopping
How much is spent on alcohol on the 4th of July?
For the 4th of July celebrations, a total of $2.3 billion is spent on beer-flavored malt beverages and cider, with an estimated $700 million spent on wine.
Source: WalletHub
How many hot dogs were eaten on the 4th of July?
Each 4th of July, Americans devour 150 million hot dogs, a quantity sufficient to span the distance from Washington, D.C. to Los Angeles over five times.
How many pets go missing on the 4th of July?
Animal control officials across the country see a 30-60% increase in lost pets around July 4th each year.
On July 5, 2023, the Lost Pet Recovery Center, run by 24Pet, saw a more than 40% increase in calls, with 3,000 pets reported missing throughout the holiday week.
Source: Ktla, The Orange Country Register
How much pollution does the 4th of July cause?
Every year, the fireworks used on the 4th of July create 94.3 kilotons of carbon dioxide emissions, which is equivalent to over 200 pounds.
Source: Greenly
How Americans prefer to travel during the 4th of July
Most Americans choose to travel by car on Independence Day celebration
2024, July 4th weekend, it’s anticipated that a record number of Americans will travel by car. Approximately 43.2 million individuals are expected to drive to their destinations.
Source: AAA
Over 4.17 Million Americans opt for air travel during Independence Day weekend
Studies suggest that 4.17 million Americans are expected to fly over Independence Day weekend, an increase of 11.2% from 2022 and 4% higher than 2019. And over 3.36 million people opt to travel by bus, cruise, or train over the long weekend.
Source: AAA
Spending and Economic Impact
Consumer spending for the 4th of July holiday is expected to reach $9.5 billion.
According to the National Retail Federation's annual Independence Day consumer survey, consumer spending on the 4th of July holiday is expected to be $9.5 billion, up from $7.7 billion in 2022 and $7.5 billion the year before.
Source: Investopedia, NRF
Cookout foods see a boost in sales leading up to the 4th of July.
6 out of every 10 Americans focus their spending primarily on beef burgers and patties over the 4th of July weekend, while 4 out of 5 prioritize spending on hot dogs. Conversely, potato chips show the smallest increase in sales.
| Food Items | % of Sales Spike during 4th July |
| Beef burgers and patties | 62% |
| Hot Dogs | 45% |
| Deli Salads | 33% |
| Vegetable trays and mixed fresh vegetables | 28% |
| Potato Chips | 19% |
Beer is the top choice for alcoholic beverages for 4th of July celebrations
In 2023, 68% of Americans plan to buy beer for Independence Day, which is up from 62% last year. Additionally, about one-third of Americans will purchase wine or ready-to-drink cocktails or spirits.
These trends suggested a growing interest in beverages for Independence Day, with expectations for continued popularity in the coming years.
Source: Talkbusiness
What beverages do Americans like to drink on the 4th of July?
Tequila experienced the most significant surge with a remarkable 105% increase in sales, marking it the second-largest boost in alcohol sales on the list for the 4th July celebration.
Moreover, each year Americans spend a staggering $4 billion on alcohol to celebrate patriotically. Notably, beer sales statistics stood out, with 68% of consumers opting for beer during the holiday festivities.
Source: Reframe
Americans spend over $700 million on wine for 4th of July celebrations each year
Each year, Americans enthusiastically spend over $700 million on wine to enjoy during their 4th of July celebrations. This spending reflects a strong preference for wine as part of their festivities, highlighting its importance in holiday traditions across the country.
Source: Wallethub
How Americans Spend for 4th of July Celebration
52% of Americans say they will buy items on sale, 31% intend to opt for budget-friendly foods, 27% will utilize more coupons, 20% will shop at dollar or discount stores, 16% will switch to store or private label brands, 11% will purchase smaller items, and 9% will reduce travel.
| Percentage of Americans | Buying Habits for 4th July |
| 52% | Purchase items on sale |
| 31% | Prefer buying budget-friendly foods |
| 27% | Use Coupons |
| 20% | Shop at dollar or discount stores |
| 16% | Private label brands |
| 11% | Prefer buying smaller items |
| 9% | Reduce travel |
Source: Numerator
Retail sales and spending increased by 0.7% in July.
Over the July 4th weekend, retail sales went up by 0.7%. Spending increased notably on items like clothing and sporting goods. Also, sales at restaurants and bars went up by 1.4% from June.
Source: CNN
What stores are open and closed on July 4th?
On July 4th, many stores adjust their hours, with some remaining open for holiday shoppers while others closing to observe Independence Day. Knowing which stores are open can help you efficiently plan your celebrations and shopping needs.
Please find below a comprehensive list detailing the operating hours of popular stores for Independence Day.
| Store Name | Operating hours on the 4th of July |
| Walmart | Stores will follow normal operating hours |
| Target | Stores will follow normal operating hours |
| Costco | Closed |
| Publix | Stores will follow normal operating hours |
| Home Depot | Stores will follow normal operating hours from 6 a.m. to 10 p.m. |
| Lowe's | Stores will follow normal operating hours from 6 a.m. to 10 p.m. |
| Starbucks | Stores will follow normal operating hours |
| Hobby Lobby | Stores will follow normal operating hours |
| Best Buy | Stores will follow normal operating hours |
| Chipotle | Stores will follow normal operating hours |
| Marshalls | Stores will follow normal operating hours |
| Kohl's | Stores will be open from 10 a.m. to 9 p.m. |
| McDonald's | Stores will follow normal operating hours |
| Taco Bell | Stores will follow normal operating hours |
| Dunkin' Donuts | Stores will follow normal operating hours |
| Kroger | Stores will follow normal operating hours |
| Ulta | Stores are open, and a majority of locations close early at 6 p.m. |
| Dominos | Stores will follow normal operating hours |
| Subway | Stores will follow normal operating hours |
| Macy's | Most stores will be open from 11 a.m. to 8 p.m |
| Ikea | Stores will follow normal operating hours |
| Sonic | Stores will follow normal operating hours |
| Sephora | Stores will follow normal operating hours |
| Burger King | Stores will follow normal operating hours |
| KFC | Stores will follow normal operating hours |
| Ralphs | Stores will be open, but hours will vary by location |
| Harbor Freight | Stores will follow normal operating hours |
| Wendy's | Stores will be open, but hours will vary by location |
| Big Y | All locations will be open from 7 a.m. to 9 p.m. |
| Trader Joe’s | All stores will close at 5 p.m. |
Source: Good Housekeeping
Key Takeaways
The Fourth of July isn’t just a time for patriotic festivities, but also a significant period for shopping. Recent studies indicate a consistent increase in participation rates, with 87% of people taking part in 2023. Furthermore, data shows a substantial rise in spending during this time, with an average retail sales increase of 10%. Looking forward to 2024, the prospects are positive, with expectations of further spending growth. This underscores the enduring popularity of 4th of July celebrations and the opportunities it offers for both retailers and consumers.
