July 4th Shopping Statistics

Last updated: May 20, 2024

Highlights. Americans spent an estimated $15.8 billion for the Fourth of July 2023.

  • Consumers spent a total of $9.5 billion on food and $4.02 billion on alcohol (mostly beer).
  • Americans spend over $2 billion on Independence Day fireworks.
  • Of the 291.4 million Americans who celebrated, 94% shopped in preparation for the Fourth of July in 2023.
  • The cost of a cookout decreased 2.80% on Independence Day 2023 compared to 2022.
  • 60.6% of Americans plan to purchase food for July 4th 2024, and 35.0% plan to purchase alcohol.

Line Graph: Nationwide Total Fourth of July Food Spending in billions, including from years 2014 ($6.29), 2015 ($6.68), 2016 ($6.77), 2017 ($7.15), 2018 ($6.94), 2019 ($6.78), 2020 ($6.52), 2021 ($7.52), 2022 ($7.70), and 2023 ($9.50), according to the National Retail Federation

July 4th Sales Statistics

Most July 4th spending is for food items. Fireworks and decor are other major sales items.

  • Americans spent an estimated total of $13.5 billion on food and beverages for the Fourth of July 2023.
  • 81.8% of Americans made a purchase in advance of their Fourth of July celebrations.
  • The average adult spent $93.34 on food, including snacks, for Independence Day 2022.
  • A July 4th cookout for 10 cost $67.73 or $6.77 per person (minus drinks). 
  • Average food spending per person increased $9.22 or 11.0% year-over-year (YoY) from July 4th 2022 to 2023. 
  • From 2014 to 2023, average July 4th food total spending per person increased $25.18 or 36.9%. 
  • Americans spend an estimated total of $73.125 million on hot dogs for July 4th celebrations, purchasing approximately 150 million dogs.
  • Hot dog sales increase by an average of 20.0% each July, the official National Hot Dog Month (according to the National Hot Dog and Sausage Council).

Bar Graph: Nationwide Fourth of July 2022 Alcohol Spending, including total spending on table wine ($577.6 billion), import beer ($508.3 billion), premium light beer ($451.2 billion), craft beer ($261.7 billion), hard seltzer ($240.4 billion), vodka ($194.3 billion), and american whiskey ($139.4 billion), according to Nielsen Media Research

July 4th Alcohol Sales Statistics

Most of July 4th alcohol purchases are for beer, cider, and flavored malt beverages.

  • According to early surveys, Americans planned to spend upwards of $3 billion on alcohol for Independence Day 2023.
  • Statistics indicate that alcohol consumers ultimately spent an additional $1.02 billion or 34.1% more than planned.    
  • 40.9% of Americans purchased alcoholic beverages for their Fourth of July celebrations in 2023.
  • Fourth of July celebrants purchased an estimated $2.5 billion in beer, cider, and flavored malt beverages (FMB) in 2022.
  • An estimated 61.3% of alcohol sales were beer, cider, or FMB.
  • Americans spent approximately $656 million on wine for July 4th 2023.
  • Consumers purchased $900 million in spirits (whiskey, vodka, etc.) for Independence Day.
  • From 2021 to 2022, total July 4th alcohol sales increased 1.8%.
  • Beer/cider/FMB sales increased 4.3% YoY from 2021 to 2022.
  • Spirits sales increased 3.2% YoY while wine sales declined 2.7%.
Average Cost of July 4th Cookout Items
Item Cost per Unit Unit Measure
Cheese $3.53 per Pound
Chicken Breast $4.07 per Pound
Chips $4.53 per Package
Cookies $3.90 per Package
Ground Beef $5.77 per Pound
Hamburger Buns $2.26 per Package
Ice Cream $1.32 per Pint
Lemonade $0.75 per Pint
Pork and Beans $1.22 per Pound
Pork Chops $4.79 per Pound
Potato Salad $1.38 per Pound
Strawberries $2.28 per Pint

July 4th Fireworks Sales Statistics

One-in-three Fourth of July celebrants purchase fireworks. 

  • Americans spend $2.3 billion on fireworks for the Fourth of July.
  • Independence Day fireworks were $5.27 per pound on July 4th 2022.
  • 27.7% of American consumers purchased fireworks for July 4th 2022.
  • The average person who bought fireworks for the Fourth of July 2022 spent $30.65.
  • Among consumers who purchased Independence Day fireworks, each bought an estimated 5.8 pounds of fireworks.
Cost of July 4th Fireworks
Year Cost per Pound Total Consumer Spending
(in millions)
2022 $5.27 $2,300
2021 $5.28 $2,200
2020 $4.92 $1,900
2019 $4.02 $1,000
2018 $3.66 $945
2017 $3.86 $885
2016 $3.38 $825
2015 $2.90 $755
2014 $3.45 $695
2013 $4.05 $662
2012 $3.48 $645
2011 $3.06 $649

July 4th Shopping Statistics

Most 4th of July consumers shop for snack foods.

  • Up to 83% of July 4th celebrants altered their shopping habits for July 4th 2023 due to currency inflation.
  • 72.2% of Americans shopped for food items for July 4th 2023.
  • 40.9% of Americans shopped for alcohol for July 4th celebrations; 29.6% shopped for non-alcoholic beverages. 
  • 19.1% of Americans shopped for decorations and 17.4% shopped for July 4th party supplies. 
  • Among July 4th celebrants, just 6% made no plans to purchase anything to celebrate the holiday.
  • For July 4th 2022, 50.4% of Americans shopped for snacks, 47.0% shopped for meat and/or seafood, and 37.8% shopped for fruits, vegetables, or side dishes.
  • 37.0% of Americans purchased disposable products, such as paper plates and plastic cutlery for July 4th 2022.
  • 73% of consumers begin shopping for the 4th of July at least one week in advance.

Pie Chart: Nationwide Fourth of July Spending, including Food (60.1%), Alcohol (25.4%), and Fireworks (14.5%) according to the National Retail Federation, American Pyrotechnics Association, and Nielsen Media Research

July 4th Drink Shopping Statistics

Independence Day is strongly associated with block parties and grilling out, which are in turn associated with consumption of alcohol (beer in particular).

  • 47% of 4th of July celebrants purchase alcoholic beverages.
  • 68% of alcoholic beverage consumers purchase beer for the 4th of July.
  • 35% of alcoholic beverage consumers purchase wine for the 4th of July.
  • 27% purchase spirits, such as whiskey or vodka, for July 4th.
  • Alcoholic beverage consumers purchase ready-to-drink cocktails and hard seltzers in equal measure (27%).

Line Graph: Average 4th of July Food Spending Per Consumer, from the years 2014 ($68.16), 2015 ($71.23), 2016 ($71.34), 2017 ($73.42), 2018 ($75.35), 2019 ($73.33), 2020 ($76.49), 2021 ($80.54), 2022 ($84.12), and 2023 ($93.34), according to the National Retail Federation

July 4th Shopping Location Statistics

Most Fourth of July shoppers find everything they need at a brick-and-mortar grocery store.

  • In 2022, 88% of consumers shopping for the 4th of July planned to purchase in-store.
  • 19% of consumers shopped online for July 4th 2022. 
  • 68% of consumers shopped at grocery stores for the 4th of July.
  • 47% of July 4th shoppers purchased from mass retailers.
  • 32% shopped at clubs or wholesale retailers.
  • 19% shopped at liquor stores.

Grouped Bar Graph: Annual Change in 4th of July Food Spending, from 2018 (spending per consumer increased 2.6% while total spending declined 2.9%), 2019 (spending per consumer down 2.7% and total spending down 2.3%), 2020 (per consumer up 4.3% and total down 3.8%), 2021 (+5.3% per consumer and +15.3% total), 2022 (+4.4% and +2.4%), and 2023 (+11.0% and +23.4%), according to the National Retail Federation

July 4th Savings Statistics

Consumers were especially concerned about savings for July 4th 2023 due to high rates of currency inflation.

  • 52% of July 4th celebrants planned to purchase more items on sale due to currency inflation in 2023.
  • 31% of July 4th celebrants planned more budget-friendly snacks and meals due to inflation.
  • 27% of July 4th celebrants used coupons to shop for the holiday in 2023.
  • 20% of Americans celebrating July 4th shopped at dollar and discount stores due to 2023 currency inflation.
  • 16% of celebrants opted for generic or store brand purchases and 11% purchased smaller items.

Grouped Bar Graph: Generational Alcohol Purchases for July 4th, including Beer (69% of alcohol-consuming Millennials, 73% of Gen-X, and 79% of Boomers), Wine (37% Millennial, 32% Gen-X, and 55% Boomer), spirits (39% Millennial, 35% Gen-X, and 31% Boomer), hard seltzers (46% Millennial, 32% Gen-X, and 11% Boomer), and ready-to-drink cocktails (36%, 35%, and 20%), according to Numerator

July 4th Consumer Statistics

The percentage of Americans celebrating Independence Day declined at a relatively steady rate from 2013 to 2022; however, more Americans celebrated in 2023.

  • 73% of American consumers plan to celebrate the Fourth of July in 2024, down 16.1% from 2023. 
  • 21% of consumers spend over $100 for the 4th of July 2023.
  • 15% of consumers spend less than $25.
  • Americans were 3.57% more likely to celebrate July 4th in 2023 than they were in 2022.
  • Compared to 2020, Americans were 14.5% more likely to celebrate July 4th 2023.
  • The rate of July 4th celebrants was down 3.33% from 2013.

July 4th Travel Sales Statistics

While the 4th of July isn’t considered a major travel holiday on par with Christmas or Thanksgiving, over 50 million people travel at least 50 miles from home between June 30th and July 4th.

  • Airlines sold 4.17 million plane tickets for July 4th 2023.
  • Plane ticket sales increased 11.2% YoY and 6.6% from 2019 (pre-pandemic) sales. 
  • Bus, train, and cruise tickets sold 3.36 million units.
  • Ticket sales for buses, trains, and cruises increased 23.8% YoY but were down 4.8% from 2019.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Sources

  1. National Retail Federation, Independence Day
  2. Numerator, Numerator Holiday Reports
  3. National Hot Dog & Sausage Council, Consumption Stats
  4. HowMuchIsIt.org, How Much Do Hot Dogs Cost?
  5. American Farm Bureau Federation, July 4th Cookout Costs Down Slightly from Record-High in 2022
  6. American Automobile Association, Record-Breaking Travel Volumes Expected July 4th Weekend
  7. American Pyrotechnics Association
  8. U.S. Census Bureau, National Population Totals and Components of Change: Monthly Population Estimates for the United States
  9. NielsenIQ, These Alcoholic Beverage Categories Won the Fourth of July Holiday
  10. WalletHub, 4th of July Facts & Figures