The Labor Day Intentions Preview by market research Numerator revealed 60% of consumers in the United States plan to celebrate the holiday this year, down from 75% in 2022.
Grilling continues to be the top activity for Labor Day celebrations.
According to its research, Numerator maintained:
- 61% of celebrants plan to grill for Labor Day 2023, the same proportion that planned to do so in 2022. However, only 41% of consumers plan to attend or host a gathering/party, down from 53% in 2022. As for other activities, 26% intend to cook/bake, versus 20% last year, 21% plan to participate in recreational activities, versus 12% last year; 19% plan to travel, versus 13%; and 16% plan to watch fireworks, versus 10%.
- 42% of consumers expected rising prices to impact their Labor Day plans, and 86% anticipated taking money-saving measures, including buying items on sale, at 54%; preparing more budget-friendly meals, at 35%; using more coupons, at 32%; switching to store brands, at 23%; and visiting dollar or discount stores, at 20%
- 55% of those celebrating plan to purchase alcohol for the holiday with the top options being beer, at 74%; hard seltzers, at 34%; and wine, at 33%.
- 89% of Labor Day celebrants intend to buy food, including hamburgers, at 83%; hot dogs, at 67%; chicken, at 60%; and steak, at 41%.
