Beauty Store Business magazine - January, 2020

Americans Ready for Independence Day

More than 156 million consumers—nearly two thirds of those celebrating, are planning to take part in the patriotic holiday by attending a cookout, picnic or barbecue, spending an average of $71.23 per household, up from $68.16 last year, according to the National Retail Federation’s 2015 Independence Day Survey conducted by Prosper Insights & Analytics.

“The busiest half of the year for retailers is about to begin, and with economic conditions swaying in consumers’ favor more so this year than last, many seem eager to take advantage of retailers’ promotions,” said NRF president and CEO Mathew Shay.

When it comes to shopping for new Independence Day merchandise, though many already have all the patriotic gear they need, more than 48 million consumers—23%—will hit the stores looking for decorations, apparel and more to celebrate in style.

The survey found 43%, or 103 million celebrants, will attend a fireworks display or community celebration, and 12%– 27 million of those celebrating, will watch a parade. The holiday weekend is also a popular time for travel and vacations as more than 33 million Americans say they will head out of town.

When asked about the impact gas prices will have on their spending, 78% say that the price of gas will not impact their spending for the holiday weekend, up from 70% who said so last year.

“Consumers this summer and for the 4th of July will take advantage of lower gas prices to head to the beach or get together with family–something they’ve had to think long and hard about in recent years with higher energy costs and limited budgets,” said Prosper Insights Consumer Insights director Pam Goodfellow.

[Image: Getty Images/SerrNovik]