Numerator has released data on Fourth of July 2024, sourced from verified purchase figures and a sentiment survey of more than 5,500 consumers on their holiday intentions this year and if they intend to shop at a grocery retailer.
Overall, 73 percent of consumers plan to celebrate the Fourth of July, with white consumers, those living in the Midwest and Boomers more likely to do so. With 83 percent of respondents planning to buy food for the holiday, brands and categories associated with picnics and cookouts are expected to see the highest boosts in household penetration.
Consumer survey findings
- Fourth of July celebrators plan to spend the holiday with others – Seventy-three percent intend to observe the occasion, with the top plans including gathering with family and friends, grilling or barbecuing, attending a public celebration, cooking or baking at home and hosting others.
- Holiday plans vary by generation and regionality – Compared to all celebrators, Gen Z is three times as likely to say they will go out for drinks and twice as likely to dine out or order food for takeout or delivery. Midwestern consumers are more likely to attend public celebrations, while Western consumers are more likely to travel for the Fourth.
- Nearly all respondents plan to shop for the holiday – and food and alcohol their lists – 94 percent plan to make a purchase for the Fourth of July, with food items being the most popular (83 percent ), followed by alcoholic beverages (48 percent), non-alcoholic beverages (38 percent), decorations (23 percent) and party supplies (21 percent).
- Beer is the preferred alcoholic beverage for Fourth of July – Among those who plan to buy alcohol, beer (75 percent) is the top choice, followed by spirits or spirit-based drinks (40 percent), wine (38 percent) and hard seltzers or canned cocktails (35 percent). Consumers in the Northeast are more likely to say they will buy wine, while consumers in the West are twice as likely to purchase champagne or sparkling wine.
- The majority of shoppers plan to buy from grocery or big-box stores – Sixty-three percent plan to buy supplies from grocery stores such as Kroger and Publix, 54 percent expect to visit big-box stores such as Walmart and Costco and 26 percent expect to shop at liquor stores.
Consumer purchase data findings
- Traditional picnic food brands and categories see increased household penetration in the two-week lead-up to Independence Day – Last year, the top five brands that spiked in household penetration during this period were Lays, Hellmann’s, Ball Park, Sweet Baby Ray’s and Bush’s Best. The top 10 categories to see penetration increases were package rolls and buns, hot dogs, mayonnaise, ready-to-drink/RTD alcohol beverages, ice, chips, sausage, beer, dips and ice cream and novelties.
- Category boosts vary by US region – In the West, four beverage types make the Top 10 boosted categories – water (No. 3) and soft drinks (No. 4) see more growth than beer (No. 9) or RTD alcohol beverages (No. 10). In the Northeast, mayonnaise is the top boosted category – higher than any other region – and whipped toppings (No. 6) and fountain beverages (No. 9) make the top 10 list.
- Alcohol and condiments see a marked sales boost in the lead-up – Alcohol saw a 10.2 percent sales increase in the two-week lead-up last year, and condiments saw a 9.5 percent sales increase.
Numerator’s Q2 2024 Holiday Preview survey was fielded to 5,577 consumers in April and highlights consumers’ celebration, shopping and spending plans for five key holidays occurring in May, June and July this year. More than 1,000 shoppers shared details of their Independence Day plans. Purchasing insights were compiled using Numerator’s 150,000 household Total Commerce Panel, looking at data in the two-week lead-up to Independence Day 2023 versus the prior two-week period.
[RELATED: Report: Strong Meat Sales During July Fourth Holiday Week]
Kroger’s Fourth of July plans
For consumers this Fourth of July, the grocer is helping consumers plan for their festivities by offering $15 grilling recipes.
Several of the recipes include:
- Sweet and Spicy Grilled Porkchops: A dry rub made from cinnamon, ginger, cumin and red pepper flakes for grilled pork chops, ready in less than 20 minutes.
- Grilled Lime Chicken with Mango Salsa: Garlic lime marinade makes the chicken juicy, while the mango salsa adds a sweet finish with a little heat.
- Shrimp and Vegetable Kebabs: This recipe makes a plate of seasoned, grilled shrimp and vegetables.
- Grilled Beef or Bison Veggies Burgers: This burger packs flavor is and is topped with grilled zucchini and onions.
- Grilled Summer Veggie Orecchiette Pasta: Grilling brings out the natural flavor of seasonal produce, while toasted orecchiette adds richness, making this salad a fresh main course or side.
- The whole cookout: Check out Kroger’s grilling bundle serving up the entire Independence Day barbeque for $4 per person. Includes burgers, buns, sides and salads, among other items.
“From backyard barbeques to hometown parades and firework displays, nothing brings our country together like the Fourth of July,” said Dan De La Rosa, Kroger’s group VP of fresh merchandising.
“As friends and families gather to celebrate, we join our customers in honoring our nation’s birthday with special gratitude for all who have sacrificed to protect America’s freedom. We are grateful to play a part in these celebrations with everyday low prices and special savings on all the holiday staples America’s families need to honor Independence Day.”
