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.

Share of Americans participating in 4th of July

Here’s the graph displaying the percentage of people participating in the 4th of July celebrations

Share of Americans celebrating 4th of July

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%

Source: Statista, NRF

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.

How Much Money Do Americans Spend on Food During 4th of July

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.

Per person spending on food Items

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.

What per cent of Americans buy patriotic items for July 4th

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.

Total spending on food Items

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.

4th July Fireworks Display

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.

how americans celebrate Independence day

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%

What Americans Like to Shop on the 4th of July

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.

Source: NHDSC, WalletHub

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%

% of food items Sales Spike during 4th July

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.

<div class='toc'><ul><li><a href=#4th-July-Shopping-Statistics-(Highlights)><b>4th July Shopping Statistics (Highlights)</b></li><li><a href=#4th-July-Celebration-Participation><b>4th July Celebration Participation</b></li><p>  <a href=#Around-87%-of-Americans-celebrate-Independence-Day-each-year>Around 87% of Americans celebrate Independence Day each year</p><li><a href=#An-average-American-spends-$93.34-on-food-during-the-4th-of-July-celebration><b>An average American spends $93.34 on food during the 4th of July celebration</b></li><p>  <a href=#32%-of-Americans-buy-extra-patriotic-items-on-the-4th-of-July>32% of Americans buy extra patriotic items on the 4th of July</p><li><a href=#Americans-spent-$9.5-billion-on-food-for-Independence-Day-celebrations-in-2023><b>Americans spent $9.5 billion on food for Independence Day celebrations in 2023</b></li><p>  <a href=#42%-of-Americans-gather-to-watch-a-4th-of-July-fireworks-display>42% of Americans gather to watch a 4th of July fireworks display</p><p>  <a href=#Americans-spent-over-$2.7-billion-on-Independence-Day-fireworks-in-2023>Americans spent over $2.7 billion on Independence Day fireworks in 2023</p><p>  <a href=#$6.5-Million-Worth-of-American-Flags-Were-Imported-for-4th-of-July-Celebration-in-2023>$6.5 Million Worth of American Flags Were Imported for 4th of July Celebration in 2023</p><p>  <a href=#Over-150-million-American-flags-are-sold-annually-on-the-4th-of-July>Over 150 million American flags are sold annually on the 4th of July</p><li><a href=#How-Do-Americans-Celebrate-4th-July><b>How Do Americans Celebrate 4th July</b></li><p>  <a href=#Here-is-the-graph-illustrating-how-Americans-celebrate-Independence-Day>Here is the graph illustrating how Americans celebrate Independence Day</p><p>  <a href=#What-Americans-Like-to-Shop-on-the-4th-of-July>What Americans Like to Shop on the 4th of July</p><li><a href=#Independence-Day-shopping-statistics-by-year><b>Independence Day shopping statistics by year</b></li><p>  <a href=#How-much-is-spent-on-alcohol-on-the-4th-of-July>How much is spent on alcohol on the 4th of July</p><p>  <a href=#How-many-hot-dogs-were-eaten-on-the-4th-of-July>How many hot dogs were eaten on the 4th of July</p><p>  <a href=#How-many-pets-go-missing-on-the-4th-of-July>How many pets go missing on the 4th of July</p><p>  <a href=#How-much-pollution-does-the-4th-of-July-cause>How much pollution does the 4th of July cause</p><li><a href=#How-Americans-prefer-to-travel-during-the-4th-of-July><b>How Americans prefer to travel during the 4th of July</b></li><p>  <a href=#Most-Americans-choose-to-travel-by-car-on-Independence-Day-celebration>Most Americans choose to travel by car on Independence Day celebration</p><p>  <a href=#Over-4.17-Million-Americans-opt-for-air-travel-during-Independence-Day-weekend>Over 4.17 Million Americans opt for air travel during Independence Day weekend</p><p>  <a href=#Spending-and-Economic-Impact>Spending and Economic Impact</p><li><a href=#Cookout-foods-see-a-boost-in-sales-leading-up-to-the-4th-of-July.><b>Cookout foods see a boost in sales leading up to the 4th of July.</b></li><li><a href=#Beer-is-the-top-choice-for-alcoholic-beverages-for-4th-of-July-celebrations><b>Beer is the top choice for alcoholic beverages for 4th of July celebrations</b></li><li><a href=#What-beverages-do-Americans-like-to-drink-on-the-4th-of-July><b>What beverages do Americans like to drink on the 4th of July</b></li><li><a href=#Americans-spend-over-$700-million-on-wine-for-4th-of-July-celebrations-each-year><b>Americans spend over $700 million on wine for 4th of July celebrations each year</b></li><li><a href=#How-Americans-Spend-for-4th-of-July-Celebration><b>How Americans Spend for 4th of July Celebration</b></li><li><a href=#Retail-sales-and-spending-increased-by-0.7%-in-July.><b>Retail sales and spending increased by 0.7% in July.</b></li><li><a href=#What-stores-are-open-and-closed-on-July-4th><b>What stores are open and closed on July 4th</b></li><li><a href=#Key-Takeaways><b>Key Takeaways</b></li></ul></div>

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