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Independence Day Trends 2009

Read the complete press release
Download a PDF of the survey results

More people will celebrate the July 4 holiday this year than last year. With the holiday falling on a Saturday, many Americans are planning a memorable celebration: 62.6 percent—or 144 million people— will host or attend a cookout, barbecue or picnic, compared to 61.2 percent (139 million people) in 2008.

Highlights from NRF’s 2009 Independence Day Consumer Intentions and Actions Survey, conducted by BIGresearch, include:

More people will attend their local fireworks or community celebration (42.7% vs. 40.2% in 2008).

Other popular celebrations include attending a parade (11.5%) or traveling/taking a vacation (11.4%).

When it comes to the patriotic merchandise consumers already own, 121 million Americans own an American flag, 89 million have patriotic apparel, 58 million own decorations and 25 million have bumper stickers or car decals.

14% of consumers plan to purchase additional patriotic merchandise this month.

44.5% of Americans will change their Independence Day plans on account of higher gas prices.

Find out how 2009 compares to 2008 Independence Day Trends and other recent holidays. View consumer spending data for Father's Day, Graduation, Mother's Day, and Easter, or watch the most recent Consumer Intentions and Actions Video Briefing.

Charts from the NRF 2009 Independence Day Consumer Intentions and Actions Survey

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

The NRF 2009 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 8,635 consumers was conducted from June 2-9, 2009. The consumer poll has a margin of error of plus or minus 1.0 percent.

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