As communities gear up for the Fourth of July, many shoppers are navigating economic uncertainty and unpredictable weather while preparing for the holiday. Although Independence Day is not among the top spending holidays, it remains one of the most cherished, second in popularity only to the winter holidays.
Most Americans say they celebrate the Fourth to enjoy time with family and friends. Classic traditions like cookouts and fireworks remain central to the holiday experience. However, rising food prices and tariff-related costs may prompt some to scale back their plans. Shoppers report higher prices on items like meat and produce, which could lead to fewer people hosting barbecues and picnics compared to last year.
Retailers are also feeling the pressure. Small business owners report cost increases and supply delays that could impact peak holiday demand
Weather may add another layer of unpredictability. While this year is expected to be cooler than last year’s record heat, potential rainfall could affect outdoor plans.
Despite these challenges, nearly one third of consumers plan to purchase additional patriotic merchandise, showing that enthusiasm for the holiday remains strong.
