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Independence Day is big business – NRF
24
Jun '10
The family car is packed with beach gear, the grills are hot and consumers are eager to get this summer started. According to the National Retail Federation's 2010 Independence Day Consumer Intentions and Actions survey, conducted by BIGresearch, nearly 144 million Americans or 61.9 percent of adults over 18 years old will celebrate the holiday the traditional way by attending or hosting a cookout/barbeque or picnic, which is the about the same as last year (62.6%).

The survey also found 98 million, or 42.4 percent of adults over 18 will watch fireworks or attend a community celebration, compared to last year's 42.7 percent. More than 28 million (12.2%) will attend a parade and 27 million (11.5%) will travel or take a vacation.

“There's no better past time than enjoying Independence Day with family and friends,” said NRF President and CEO Matt Shay. “Summer promotions and sales on beach wear, picnic food and accessories should bring Americans into the stores and out of the heat as they prepare for their holiday festivities, especially with many families still relying on strict budgets.”

Independence Day is big business; more than 123 million people (60.8%) already own an American flag and nearly 86 million (41.9%) own patriotic apparel such as a t-shirt or hat. More than one-quarter (27.3%) of consumers own patriotic decorations. As July 4th approaches, 16.2 percent of consumers will head to stores to buy new patriotic merchandise, up from the 14.1 percent who were expected to shell out extra money for apparel, decorations or accessories last year.

“Fortunately for many people this Fourth of July, gas prices won't be what hinders a trip to the beach or other vacation spot,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Consumers this year may open up to the idea of traveling to be with family or heading out of town for a little R&R over the holiday weekend, something they may have hid from the last two years.”

National Retail Federation


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