A top annual consumer spending event //

The 4th of July (Independence Day) is a US Federal Holiday commemorating the July 4, 1776 declaration that the 13 American colonies at war with Great Britain were now united, free, and independent sovereign states. By signing the Declaration of Independence, these 13 states took their collective first step toward forming the United States of America. One of the most popular holidays in the US, the entire 3-day weekend will be celebrated with picnics, barbecues, fireworks, and events celebrating the history of the democratic ideals that formed the United States.

In 2020, Independence Day falls on a Saturday, so it is observed as a Federal Holiday on Friday, July 3rd, to provide federal employees a paid working day off.

Federal Holiday: Independence Day

Observed: July 3, 2020

Closed on July 3, 2020:

  • Non-essential federal government offices
  • The US Post Office (no mail delivery)
  • Most banks
  • Most state offices and schools

Consumer Insights

The 4th of July comes in at #12 on the National Retail Foundation’s (NRF’s) list of top consumer spending events. The NRF partners with Prosper Insights & Analytics to conduct annual surveys gauging consumers’ spending intentions and celebration plans around major holidays and collective milestones. The following information is from their Independence Day survey in 2019 (they have not yet published their 2020 update). 

We can see from their data that Independence Day is a popular U.S. holiday celebrated in the heart of summer with outdoor cookouts, BBQs and picnics and gatherings to watch fireworks and parades. 

With Covid-19 safety concerns and social distancing guidelines in place we can see a 10% drop in those  planning to celebrate and a marked decline in plans for community events in 2020.

 

However it’s safe to bet that American’s passion for celebrating in the red, white, and blue will hold true. Of note top patriotic items owned:

1. Flag     2. Apparel     3. Decorations     4. Music     5. Bumper sticker / Car decal

Roughly 40% of 18 – 44 year old adults, among those celebrating, planned to purchase additional patriotic items.

Timing

To get a sense of how far in advance these purchases happen, we tapped into Google Trends data for 2019.

While the planners out there are looking for ideas a month in advance or more, most online inquiries related to 4th of July shopping began ramping up only a week and a half before the event. This could be due to the fact that the holiday lands at the beginning of the month and also as it doesn’t require as much prep as the other major spending events.

Inquiries peaked the day before and day of which show you can do well by accommodating those getting into the spirit of things last minute.

Retail Promotions

Retailers typically hold big 4th of July sales leading up to, during, and through the week after the holiday. From sitewide sales by Walmart and Amazon to categories including computer and tech, clothing, outdoor gear, mattresses, home and office supplies, Digital Trends offers up a recap of major sales from the 4th of July 2019.

Marketing Resources

To help you pull together your promotional content and marketing materials quickly we’ve curated  some resources to inspire your planning.

 4th of July Hashtags

Help your content get discovered on social media with relevant hashtags. Popular hashtags include: #4thofJuly #FourthofJuly #FourthofJuly2020 #IndependenceDay #America #USA #Fireworks #Freedom #RedWhiteandBlue

4th of July Pictures

There are a number of wonderful websites that offer free photos for both commercial and noncommercial use, one of our favorites is Unsplash. Below is a small selection of the images we have curated for the 4th of July. 

Click below to view and download free photos from our full Unsplash Collection. Find out more about their free to use license and how to give the photographer credit, not required, but appreciated.

4th of July Sayings

Celebrate America’s independence and commemorate the occasion with patriotic 4th of July quotes and sayings.

“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.” – The Declaration of Independence

“It will be celebrated with pomp and parade, bonfires and illuminations from one end of this continent to the other.” – John Adams

“We on this continent should never forget that men first crossed the Atlantic not to find soil for their ploughs but to secure liberty for their souls.” – Robert J. McCracken

“From every mountainside, let freedom ring.” – Martin Luther King Jr.

“One flag, one land, one heart, one hand, one nation evermore!” – Oliver Wendell Holmes

“America was built on courage, on imagination and an unbeatable determination.” – Harry S. Truman

“Dreams are the foundation of America.” – Lupita Nyong’o

“Oh, beautiful for spacious skies,

For amber waves of grain,

For purple mountain majesties

Above the fruited plain!

America! America!

God shed his grace on thee,

And crown thy good with brotherhood

From sea to shining sea.”

– America The Beautiful, Lyrics Katherine Lee Bates, Music Samuel A. Ward

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