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Who Buys Source

According to the National Retail Federation, 89.4% of U.S. consumers were expected to celebrate the 2012 July 4th holiday in some fashion, up from 88.9% in 2011.

National Retail Federation, 2012

Based on the 2012 survey by the National Retail Federation, U.S. adults who indicated they would be celebrating the July 4th holiday in some way, by age bracket: 18-24, 96.6%; 25-34, 93.8%; 35-44, 91.9%; 45-54, 89.4%; 55-64, 84.6%; 65+, 81.3%.

National Retail Federation, 2012

According to the American Automobile Association, an estimated 42.273 million Americans are expected to take to the roads and skies for a trip of 50 miles or more during the 2012 Fourth of July holiday. The 2012 figure represents a 4.9% increase in the number of travelers from 2011, and surpasses the previous record of 42.268 million travelers set in 2007.

AAA, 2012

Based on research by AAA, the composition of expected travel parties for the 2012 Independence Day holiday: One adult, 14%; two adults, 34%; three or more adults, 18%; families, 34%.

AAA, 2012

Share of consumers who intend to travel during the 2012 July 4th holiday, by income bracket (with 2011 share in parentheses): Under $50,000, 28% (33%); $50,000-$100,000, 37% (32%); over $100,000, 35% (35%). 

AAA, 2012

When They Buy Source

Based on a four-year study by FreshLook Marketing, July 4th and Labor Day tied for first as the most popular holidays for beef sales, followed by Memorial Day.

National Cattlemen's Beef Association, 2011


How They Buy Source

The median spending amount for Fourth of July travelers in 2012 is predicted to be $749, a 7% decrease when compared to 2011. Share of spending, by category: Food & beverage, 21%; lodging, 20%; other transportation, 16%; shopping, 12%; entertainment/recreation, 14%; fuel, 15%; other, 3%. 

AAA, 2012

Of the 42.3 million people who plan to travel during the 2012 Fourth of July holiday, 84% expect to go by automobile, while 8% plan to travel by air and 8% expect to go by other modes of transportation, such as train, bus, etc.

AAA, 2012

What They Buy Source

According to a survey by the National Retail Federation, what American adults planned to do to celebrate July 4th in 2012 (more than one answer possible): Cookout/barbecue/picnic, 67.6%; watch fireworks/attend a community celebration, 48.5%; watch a parade, 15.1%; travel or go on vacation, 12.6%; other, 10.0%; will not celebrate, 10.6%.

National Retail Federation, 2012

According to the 2012 Weber GrillWatch Survey, Independence Day remains the favorite grilling holiday (91%), followed by Memorial Day (71%).

Weber GrillWatch Survey, 2012

Activities predicted to be the most popular among Fourth of July travelers in 2012: Dining out, 62%; visiting with friends/relatives, 59%; shopping, 43%; touring/sightseeing, 40%; go to beach/waterfront, 37%; night life, 21%; visit historic sites, 21%; hike, bike, etc., 20%; attend festivals, craft fairs, etc., 19%; boat/sail, 19%; visit national/state parks, 15%; watch sporting events, 13%; visit theme/amusement parks, 13%; visit museums, art exhibits, etc., 12%; attend concerts, plays, dances, etc., 12%; gambling, 12%; hunt/fish, 12%; play golf, 9%; eco-travel, 9%.

AAA, 2012

Percentage of Americans who own the following types of patriotic merchandise: American flag, 64.7%; apparel (t-shirt, hat, etc.), 46.1%; decorations, 33.4%; music, 24.8%; bumper sticker or car decal, 12.7%; other, 5.3%; do not own patriotic merchandise, 18.2%.

National Retail Federation, 2012

According to the 2012 survey by the National Retail Federation, when asked if they would be purchasing any additional patriotic merchandise prior to the July Fourth holiday, 23.0% of the respondents said yes, 43.4% said no, and the remaining 33.6% were unsure.

National Retail Federation, 2012

According to the National Hot Dog & Sausage Council, Americans consume some 150 million hot dogs annually during the 4th of July holiday. July is also National Hot Dog Month.

National Hot Dog & Sausage Council, 2012

According to a survey by Travelocity, the most popular U.S. travel destinations for the 2012 July 4th holiday: 1. New York; 2. Las Vegas; 3. Orlando; 4. Los Angeles; 5. Denver; 6. South Florida; 7. Washington, DC; 8. Seattle; 9. Boston; 10. San Francisco.

Travelocity, 2012

Where They Buy Source

Based on the pre-Fourth of July 2012 survey by the National Retail Federation, percent of adults in the following regions who plan to celebrate the holiday in some way: Northeast, 90.1%; Midwest, 90.4%; South, 89.3%; West, 88.5%.

National Retail Federation, 2012

Based on research by AAA, Fourth of July 2012 holiday travelers will log an average of 723 miles round-trip (up from 573 in 2011). Twenty-eight percent will stay relatively close to home, with expected round trips of 250 miles or less, while 39% will go between 251 and 700 miles. The remaining 34% will travel over 700 miles roundtrip.

AAA, 2012

Business Trends Source

Historically, the Independence Day period is the busiest summer holiday for auto travel.

AAA, 2012

According to the American Pyrotechnics Association, dollar sales of fireworks have grown by almost 50% over the last 10 years, increasing from $650 million in 2001 to $967 million in 2011. Consumer fireworks (also called backyard fireworks) account for just over 90% of unit sales each year (and 67% of revenue), with display fireworks (those featured in July 4th community events, promotions, etc.) making up the remaining sales.

American Pyrotechics Association, 2012