Market researcher Numerator, in its 2025 Q2 Holiday Intentions Preview, found 70% of consumers plan to celebrate Independence Day this year, with the top holiday plan of action being grilling or barbecuing for 57% of celebrators.
Six in 10 consumers said they plan to spend the same amount of money on Independence Day as they did last year, with 20% planning to spend more and 20% planning to spend less, according to Numerator. As for spending intentions, 57% of potential Independence Day shoppers said they plan to spend between $25 and $99 on holiday items.
When considering the holiday, 95% of celebrators plan to make a purchase for Independence Day, with 83% looking to purchase food items, followed by alcoholic beverages (44%), non-alcoholic beverages (34%), decorations (24%) and party supplies (18%). Independence Day celebrants intend to make their purchases from grocery stores (planned by 59%), big box stores (by 49%), liquor stores (by 26%), and discount or dollar stores (by 23%).
Compared to all celebrators, Numerator indicated that Gen Zers are most likely to eat out, at 20% versus the overall consumer average of 7%, while Millennials are more likely to say they will travel, at 16% versus 10%.
Midwestern consumers are more likely to attend public celebrations, such as parades or fireworks displays, compared to the average, at 35% versus 31%. Southern consumers are most likely to decorate their homes for the holiday, at 19%, compared to an average of 17%.
