July 4th Shopping Statistics

Highlights. Americans spent an estimated $13.8 billion for the Fourth of July 2022.

• Consumers spent a total of $7.7 billion on food and $3.9 billion on alcohol (mostly beer) for July 4^th.
• Americans spend over $2 billion on Independence Day fireworks.
• Of the 217.5 million Americans who celebrated, 95% shopped in preparation for the Fourth of July in 2022.
• The cost of a cook out increased up to 17.1% on Independence Day 2022 compared to 2021.
• Meat prices increased over 30% year-over-year (YoY) while beer prices were up 25%.

July 4^th Sales Statistics

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

• Americans spent an estimated total of $11.6 billion on food and beverages for the Fourth of July 2022.
• 79.8% of Americans made a purchase in advance of their Fourth of July celebrations.
• The average adult spent $84.12 on food, including snacks, for Independence Day 2022.
• A July 4^th cookout for 10 cost $69.68 or $6.97 per person (minus drinks).
• Average food spending per person increased $3.58 or 4.44% YoY from July 4^th 2021 to 2022.
• From 2014 to 2022, average July 4^th food total spending increased $15.96 or 23.4%.
• Americans spend an estimated total of $73.125 million on hot dogs for July 4^th 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).

July 4^th Alcohol Sales Statistics

Early projections indicate Americans may have spent nearly three (3) times what they budgeted for alcohol on the Fourth of July.

• According to early surveys, Americans planned to spend upwards of $1.4 billion on alcohol for Independence Day 2022.
• Statistics indicate that alcohol consumers ultimately spent an additional $2.54 billion or 181% more than planned.
• Fourth of July celebrants purchased $2.3 billion in beer, cider, and flavored malt beverages (FMB) in 2022.
• 58% of alcohol sales were beer, cider, or FMB.
• Total alcohol sales increased 1.8% YoY.
• Beer/cider/FMB sales increased 4.3% YoY.
• Americans spent approximately $700 million on wine for July 4^th 2022.
• Consumers purchased $900 million in spirits (whiskey, vodka, etc.) for Independence Day.
• Spirits sales increased 3.2% YoY while wine sales declined 2.7%.
• 37.8% of Americans purchased alcoholic beverages for their Fourth of July celebrations.

Average Cost of July 4^th Cookout Items

Item	Cost per Unit		Unit Measure
Cheese	$3.53	per	Pound
Chicken Breast	$4.50	per	Pound
Chips	$4.71	per	Package
Cookies	$4.31	per	Package
Ground Beef	$5.56	per	Pound
Hamburger Buns	$1.93	per	Package
Ice Cream	$1.29	per	Pint
Lemonade	$0.89	per	Pint
Pork and Beans	$1.27	per	Pound
Pork Chops	$5.09	per	Pound
Potato Salad	$1.31	per	Pound
Strawberries	$2.22	per	Pint

July 4^th Fireworks Sales Statistics

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

• Americans spend $2.2 billion on fireworks for the Fourth of July.
• Independence Day fireworks were $5.28 per pound on July 4^th 2022.
• 27.7% of American consumers purchased fireworks for July 4^th 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 4^th Fireworks

Year	Cost per Pound	Total Consumer Spending
2021	$5.28	$2.2B
2020	$4.92	$1.9B
2019	$4.02	$1.0B
2018	$3.66	$945M
2017	$3.86	$885M
2016	$3.38	$825M
2015	$2.90	$755M
2014	$3.45	$695M
2013	$4.05	$662M
2012	$3.48	$645M
2011	$3.06	$649M

July 4^th Shopping Statistics

Most 4^th of July consumers shop for snack foods.

• Up to 53% of July 4^th celebrants altered their shopping habits for July 4^th 2022 due to currency inflation.

• 50.4% of Americans shopped for snacks for July 4^th 2022.
• 47.0% of Americans shopped for meat and/or seafood for July 4^th celebrations.
• Americans shopped for fruits and vegetables, side dishes, and alcoholic beverages in equal measure (37.8% each).
• 37.0% of Americans purchased disposable products, such as paper plates and plastic cutlery.
• Among July 4^th celebrants, just 5% made no plans to purchase anything to celebrate the holiday.
• 73% of consumers began shopping for the 4^th of July at least one week in advance.

July 4^th 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).

• Among celebrants purchasing food and/or drink for the 4^th of July, 47.4% purchase alcoholic beverages.
• 74% of alcoholic beverage consumers purchase beer for the 4^th of July.
• 39% of alcoholic beverage consumers purchase wine for the 4^th of July.
• 35% purchase spirits, such as whiskey or vodka, for July 4^th.
• Alcoholic beverage consumers purchase ready-to-drink cocktails and hard seltzers in equal measure (31%).
• While 73% of Millennial drinkers purchase beer, Millennials are 27.8% more likely to purchase hard seltzer than any other age group.
• Celebrants of the Boomer generation are 8.22% more likely than any other age group to purchase beer and 48.6% more likely to purchase wine.

July 4^th Shopping Location Statistics

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

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

July 4^th Savings Statistics

Consumers were especially concerned about savings for July 4^th 2022 due to high rates of currency inflation.

• 62% of July 4^th celebrants planned to purchase more items on sale due to currency inflation in 2022.
• 37% of July 4^th celebrants planned more budget-friendly snacks and meals due to inflation.
• 36% of July 4^th celebrants used coupons to shop for the holiday in 2022.
• 29% of celebrants spent less on fireworks for July 4^th 2022.
• 26% of celebrants opted for generic or store brand purchases.
• 25% of Americans celebrating July 4^th shopped at dollar and discount stores due to 2022 currency inflation.
• 25% of celebrants cut back on meat and seafood purchases for July 4^th 2022.
• 24% limited their purchases of holiday decor for July 4^th 2022.

July 4^th Consumer Statistics

The percentage of Americans celebrating Independence Day has declined at a relatively steady rate since 2013.

• 28% of consumers spend over $100 on the 4^th of July.
• 9% of consumers spend less than $25.
• Americans were 6.67% less likely to celebrate July 4^th in 2022 than they were in 2013.
• Compared to 2020, Americans were 10.5% more likely to celebrate July 4^th 2022.
• The rate of July 4^th celebrants was down 2.33% from 2019 (pre-pandemic).

July 4^th Travel Sales Statistics

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

• Airlines sold 3.55 million plane tickets for July 4^th 2022.
• Plane ticket sales increased 1.5% YoY but were down 9.3% from 2019 (pre-pandemic) sales.
• Bus, train, and cruise tickets sold 2.42 million units.
• Ticket sales for buses, trains, and cruises increased 168% YoY but were down 31.6% 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, 84% Plan to Celebrate 4^th of July Despite High Gas Prices, Inflation, Numerator Reports
3. National Hot Dog & Sausage Council, Consumption Stats
4. HowMuchIsIt.org, How Much Do Hot Dogs Cost?
5. American Farm Bureau Federation, Cost of July 4^th Cookout 17% Higher Compared to Year Ago
6. American Automobile Association, From Sea to Shining Sea: AAA Predicts 47.9 Million People Will Travel This July 4^th
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. Yahoo, Consumers Spending More Ahead of the July 4^th Holiday Weekend

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