Numerator, in a recent study, found half of consumers in the United States plan to celebrate Memorial Day, with Boomers and older consumers being more likely to celebrate the occasion versus younger generations.
Consumers surveyed said they are most likely to shop for Memorial Day weekend purchases at grocery stores, at 65%; big box stores, at 51%; liquor stores, at 25%; discount/dollar stores, at 22%; and local shops/small businesses, at 14%.
Other findings from the market researcher include:
- Top celebration plans include grilling/barbecuing for 58% of celebrators; gathering with family and friends for 55%; cooking or baking at home for 27%; hosting others at their home for 19%; and attending a public celebration for 13%.
- Millennials are the most likely generation to attend a public celebration, at 20% versus 13% for all celebrators; and/or travel, at 20% versus 11% in the holiday period.
- When it comes to purchasing intentions, 93% of Memorial Day celebrators intend to buy something for the holiday weekend, with food topping the shopping list, for 83%, followed by alcoholic beverages for 43%, non-alcoholic beverages for 36%, decorations for 17%, and party supplies for 13%.
- Gen Zers are least likely to celebrate the holiday, with only 36% planning to do so, but they are three times more likely to purchase games or activities than the average celebrant, at 25% versus 8%, respectively.
