Independence Day 2026 will have an even higher profile than usual as America’s 250th anniversary is this year, and the holiday will be broadly observed despite economic uncertainty and the effects of inflation, with 71% of consumers in the United States planning to celebrate, according to Numerator.
The economy will still ave an effect, and 45% of consumers participating in Numerator research said rising prices will have a moderate or significant impact on their plans. Still, consumers expect to spend an average of $117 on holiday purchases, the market researcher observed, which should generate about $22 billion in spending among U.S. adults.
Home remains the heart of most celebrations, with 52% of consumers planning to celebrate at home and 42% at a friend or family member’s home. At the same time, 28% will spend at least part of the celebration at a public event. The particular circumstances of this year’s Independence Day have an influence, as 36% of consumers said they are more likely to attend a public or community celebration because of America’s 250 birthday. Although 51% of consumers said the 250th anniversary is very or extremely important to them, Gen Zers are almost twice as likely as the general population to say it is not important at all, at 23% versus 12%, respectively. At the same time, overall, 31% thought the anniversary would help unite Americans, while 37% expect it to have little or no effect on the country.
Grilling remains America’s preferred Fourth of July tradition, with 66% of consumers planning to cook outdoors.
Walmart is the foremost destination for Independence Day shoppers, with 75% of consumers celebrating prepared to head to Walmart for most or all of their shopping for the occasion, Numerator noted. Other retailers cited included Amazon, with 26% of consumers planning a visit; Dollar Tree, an intended destination for 21%; and Target, which 20% expect to visit.
The 250th anniversary is affecting spending choices, Numerator pointed out, with 69% of consumers saying it is very or extremely important that anniversary-related merchandise is made in the United States. The top planned celebratory patriotic purchases include apparel (25%), American flag (21%), outdoor décor (18%), party supplies (18%) and commemorative collectibles (15%).
