Fourth of July 2025 Consumer Insights
In our latest shopper survey on the Fourth of July, we asked shoppers how they’re preparing for the summer holiday – from their favorite thing to grill up to their must-have products. Let’s explore these 2025 Fourth of July consumer insights!
All-American Insights
How are shoppers planning to celebrate Independence Day in 2025? 43% of shoppers will enjoy their day off by relaxing at home, while 21% will gather with friends and family and 18% will host their own BBQ or cookout. 13% will enjoy a parade or fireworks, and another 5% will hit the road for a holiday getaway.
When it comes to their Fourth of July essentials, it’s no surprise that the majority of shoppers (53%) prioritize food and drinks. Another 14% are focused on grilling gear, while 11% are stocking up on fireworks and sparklers to light up the night.
And what about those festive, star-spangled extras? 25% of shoppers say they only grab themed or patriotic products if they’re on sale. Additionally, 44% of shoppers say a sale or coupon is the biggest motivator for trying a new item this holiday.
Red, White, and Buy
When it’s time to prep for the party, 56% of shoppers head to the grocery store for their necessities, while 24% hit up their local Walmart and another 10% shop in bulk at club stores. As for the timing, the majority shop a few days before the Fourth (45%), while 37% plan a week ahead. A super-prepared 12% start several weeks early, and a bold 6% wait until the day of to make their haul.
As to which factor is most important when deciding what food products to toss in the cart, price reigns supreme for 32% of shoppers. 25% say flavor is the most important factor, while another 10% are focused on trust in the brand.
Star-Spangled Snacks
45% of shoppers say their favorite thing to grill up on the Fourth of July is hamburgers – a classic! Hot dogs and brats hold strong at 15%, while steak brings the sizzle for 11%
And as for sides, potato salad rules the picnic table (31%), followed by chips & dip (14%), corn on the cob (14%), pasta salad (10%), and grilled veggies (8%).
It’s safe to say the classic cookout combo still rules the Fourth!
Engage Shoppers for the Fourth of July with Breaktime Media
Whether they’re flipping burgers, lighting sparklers, or just enjoying the summer vibes, shoppers are ready to celebrate. For more insights and tips for engaging shoppers as they prepare for the Fourth of July, check out the full infographic below!