The Numerator 2025 Labor Day Intentions Preview survey revealed 64% of consumer respondents said they planned to celebrate the holiday this year, down three points from 2024, with grilling and cooking at home high on the planned activities list.
Among consumers in the United States planning to celebrate Labor Day, the preferred activities were grilling, selected by 57%; gathering with family and friends 56%; and cooking or baking at home, 30%.
Some 56% of respondents were most likely to shop at grocery stores for Labor Day celebrations, while 48% selected big box stores. Planned activities also included shopping Labor Day sales, chosen by 31% down five points from 2024.
Some 65% of consumers said they’ll stay close to home this Labor Day weekend, while 26% intend to drive or fly somewhere else, with 16% of respondents planning to drive somewhere within three hours of home.
Labor Day shopping purchase planning includes food, for 82%; alcoholic beverages, for 47%; non-alcoholic beverages, for 34%; party supplies, for 12%; and candy, for 12%. Alcoholic beverage purchasers were most likely to buy beer, at 74%; spirits or spirit-based drinks, at 44%; hard seltzers or canned cocktails, at 43%; and wine, at 39%.
Celebration intentions were highest among Hispanic consumers, GenXers and respondents from the northeastern U.S., while intentions were lowest among GenZers and Millennials.
