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June 20, 2007

Consumers Plan Independence Day Celebrations Despite High Gas Prices

Note to media: Click here for full report

For Immediate Release
Contact: Kathy Grannis or Scott Krugman (202) 783-7971
grannisk@nrf.com or krugmans@nrf.com

Consumers Plan Independence Day Celebrations Despite High Gas Prices

Washington, June 20, 2007 – As consumers head into summer, gas prices still weigh heavily on their minds, but not at the cost of their Independence Day celebrations. According to NRF’s 2007 Independence Day Consumer Intentions and Actions Survey, 42.1 percent of consumers said increased gas prices will impact their spending for the July 4th holiday, slightly lower than the 46.8 percent who said they were impacted last year. Independence Day falls on a Wednesday this year, adding an additional challenge for retailers that plan special July 4 promotions.

When it comes to consumers’ Fourth of July plans, 61.1 percent will have a cookout/barbecue or picnic, 42.5 percent will attend fireworks or another type of community celebration and 9.7 percent will attend a parade. While many said they are currently driving less (40%) and taking fewer shopping trips (41.9%) due to fluctuating gas prices, one in ten consumers (11.3%) will travel or go on vacation for the holiday. In addition, 17.3 percent of shoppers said they will purchase additional patriotic merchandise to celebrate Independence Day.

“Retailers will make sure stores are packed with patriotic-themed apparel and other items such as sparklers and flags,” said NRF President and CEO Tracy Mullin. “Americans will celebrate Independence Day surrounded by family, food and fun.”

In general, the uncertainty about gas prices seems to have the most impact on consumers’ spending decisions. Nearly 73 percent believe that gas prices will be more than they are now by July 4. On average, consumers expect the price for gas to rise to $3.38.

“While gas prices do play an important role in where and when consumers shop, shoppers will not let that dampen their summer plans,” stated Vice President of Strategy at BIGresearch Phil Rist. “Many people will choose to stay closer to home to celebrate or take advantage of their community celebrations, but some still feel this holiday is definitely worth the drive.”

About the SurveyThe NRF 2007 Independence Day Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the July 4th holiday. The survey was conducted for NRF by BIGresearch. The poll of 7,675 consumers was conducted from June 6-13, 2007. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch's syndicated Consumer Intentions and Actions survey monitors the pulse of more than 7,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2006 sales of $4.7 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.

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