Some 94% of participants in the Numerator’s study said they would shop for the holiday. Topping its list of purchase intent:
- Food items — 83%.
- Alcohol beverages — 47%.
- Non-alcoholic beverages — 34%.
- Decorations — 22%.
- Party supplies — 20%.
Nearly half of consumers plan to purchase adult beverages, up 5% from last year. However, Numerator noted, spending shifted for the holiday, potentially priming sales of related beverageware and accessories. Among those planning to buy adult beverages:
- Beer comes in at 68% planning to purchase versus 62% in 2022.
- wine at 35% versus 31% in 2022.
- ready-to-drink cocktails at 27% versus 23% in 2022.
- spirits at 27% versus 23% in 2022.
Three-quarters of consumers expect rising prices to hit their Fourth of July spending, Numerator pointed out. To that end, 34% say they expect a slight impact from inflation, 23% anticipate a moderate impact and 17% expect a significant impact.
Similar to consumers celebrating Memorial Day, three-quarters of consumers are seeking out ways to save money, Numerator found, including:
- 52% buying items on sale.
- 31% preparing budget-friendly foods.
- 27% using more coupons.
- 20% shopping at dollar or discount stores.
- 16% switching to store/private label brands.
- 11% purchasing smaller items.
- 9% traveling less.