What the Fourth of July Helps Marketers Understand about Tradition, Not Transactions
By Melissa Nelson, Marketing and Communications, Retail Analytics Council, Northwestern University Every holiday offers marketers an opportunity to better understand holiday consumer behavior. This year’s Fourth of July findings reveal insights that extend well beyond a single celebration and into the next retail season. People don’t gather because they shop. They shop because they gather. […]
Retail Trends, Spending, and July Fourth Celebratory Patterns
Executive Summary: The Fourth of July is the second most popular American holiday, following only Christmas. Key highlights include: 87.2% of respondents celebrate the Fourth of July, the same as 2023. Over 68% of respondents have noticed higher prices, particularly in beverages and food. Celebrators are more likely to be male, married, have children, and […]