Infographic: What are Americans Up to for the 4th of July?

This week, citizens of the United States will be gathering with friends and family to celebrate the country’s 243rd birthday. In typical fashion, the majority will be partaking in barbecues and watching fireworks, but an increasing amount will be eschewing the celebrations altogether. Here, we take a look at consumers’ plans for the holiday and the state of patriotism in America.



Here are four things you need to know about Americans’ plans for the 4th of July:


Cause for Celebration:

Here are the top scheduled activities for this year’s Independence Day:

61% BBQ/Picnic

40% Fireworks

14% Travel

14% Won’t Celebrate

11% Parade

8% Other

Did you know? Forty-seven million Americans will travel over 50 miles for Independence Day celebrations in 2019.

40M Car

3.8M Plane

3.2M Other


Beer, Wine, and Hot Dogs

What will they be spending on?

$1B Beer

$568M Wine

$150M Hot Dogs

Beyond beer, wine, hot dogs, and other foods, 26% of Americans plan to purchase additional patriotic items for 4th of July celebrations.


The State of Patriotism

In its annual survey, Brand Keys asked American consumers which brands best embody the ideal of patriotism.

1. Jeep

2. Disney

3. Ford

4. Coca-Cola

5. Levi Strauss

By generation, these are the percentages of consumers who see themselves as either extremely or very patriotic:

95% Boomers

80% Gen X

87% Millennials

58% Gen Z


The State of Spending

Adults from ages 35-44 are the highest projected spenders for this year’s celebrations, with 45-54 and 25-34 age ranges shortly behind.

$81.29 35-44

$79.72 45-54

$78.91 25-34

$74.55 18-24

$69.36 55-64

$58.99 65+

Citizens of the Northeast are projected to spend the most on 4th of July festivities, followed by the South, West, and Midwest.


Is your brand looking to create authentic connections with consumers this summer? Contact us today to learn how our suite of experiential-led services can help you build brand awareness and earn lifelong loyalists.

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