Independence Day (July 4) celebrations may be slightly more subdued this year compared to 2024, but could lean more positively toward the on-premise, according to survey results from Numerator and CGA.
Numerator surveyed 5,900 consumers about their summer holiday plans. Of those respondents, 70% plan to celebrate the Fourth of July, down from 73% in Numerator’s 2024 survey.
More than half of that 70% plan to celebrate by grilling or barbecuing (57%), followed gathering with family and friends (55%), attending a public celebration such as a parade or fireworks (31%), cooking or baking at home (29%), hosting others (20%), decorating the house (17%), traveling (10%), going out to eat (7%) going out for drinks (4%) and ordering food for takeout or delivery (4%).
The majority of celebrators plan to purchase food (83%) for the occasion, in line with 2024. Meanwhile, less than half (44%) plan to purchase beverage-alcohol, down from 48% last year. About one-third (34%) plan to buy non-alcoholic (NA) beverages.
Among the consumers planning to purchase bev-alc, nearly three-quarters (74%) intend to buy beer, followed by spirits (36%).
Beyond food and beverage, one-quarter (24%) of consumers plan to purchase decorations, followed by party supplies (18%), games or activities (10%) and apparel or costumes (8%).
The majority of respondents (60%) plan to spend the same amount they spent for July 4, 2024, while 20% plan to spend more and 20% plan to spend less. Nearly one-third (29%) plan to spend between $50 and $99, followed closely by $25 to $49 (28%) and $100 to $199 (23%). About one-tenth (11%) plan to spend less than $25.
More than half (59%) plan to do their shopping at grocery stores, followed by big box stores (49%). About one-quarter (26%) plan to shop at liquor stores, followed by discount or dollar stores (23%), online retailers (14%), local shops and small businesses (14%), restaurants, bars and delivery services (6%), specialty retailers (5%) and small format stores (4%).
CGA – the on-premise arm of market research firm NIQ – also shared a preview of consumers’ July 4 plans ahead of next week’s holiday, showing slightly improved trends compared to 2024.
CGA surveyed 1,600 legal-drinking-age consumers in Texas, New York, Florida and California between June 17 and June 19.
Nearly two-fifths of respondents in CGA’s survey (38%) said they plan to visit the on-premise to celebrate Independence Day, up from 31% in 2024. That percentage is higher for consumers aged 21 to 34 (53%) and 35 to 54 (50%), but falls to 18% when including only consumers 55 or older.
More than two-thirds (70%) plan to visit bars or restaurants before they go to another event, while 39% plan to visit after another event. The majority plan to visit in the early evening, between 5-8 p.m. (46%), followed by late evening, or between 8-10 p.m. (33%), lunch (30%), mid-afternoon, or between 2-5 p.m. (20%), breakfast (14%), brunch (13%) and late night, or after 10 p.m. (13%).
Beer was once again the most popular bev-alc choice, with 41% of those planning to visit the on-premise also planning to purchase beer, followed by whiskey (25%), vodka (25%), tequila (23%) and cocktails (22%).
The top three on-premise venues for the holiday are expected to be sports bars (26% of respondents plan to visit), casual dining chains (24%) and neighborhood bars (22%).
Going into the holiday, more than three-quarters of consumers (78%) said they have visited the on-premise to eat in the past month, while 50% have gone out to drink. In the next month, 77% plan to go out to eat, while 48% plan to go out to drink.