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Millions of Americans Planning 4th of July Festivities, According to NRF

For Immediate Release
Kathy Grannis (202)626-8189 or grannisk@nrf.com

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Millions of Americans Planning 4th of July Festivities,
According to NRF

Washington, June 24, 2010 – The family car is packed with beach gear, the grills are hot and consumers are eager to get this summer started. According to the National Retail Federation’s 2010 Independence Day Consumer Intentions and Actions survey, conducted by BIGresearch, nearly 144 million Americans or 61.9 percent of adults over 18 years old will celebrate the holiday the traditional way by attending or hosting a cookout/barbeque or picnic, which is the about the same as last year (62.6%). 

The survey also found 98 million, or 42.4 percent of adults over 18 will watch fireworks or attend a community celebration, compared to last year’s 42.7 percent. More than 28 million (12.2%) will attend a parade and 27 million (11.5%) will travel or take a vacation. 

“There’s no better past time than enjoying Independence Day with family and friends,” said NRF President and CEO Matt Shay. “Summer promotions and sales on beach wear, picnic food and accessories should bring Americans into the stores and out of the heat as they prepare for their holiday festivities, especially with many families still relying on strict budgets.” 

Independence Day is big business; more than 123 million people (60.8%) already own an American flag and nearly 86 million (41.9%) own patriotic apparel such as a t-shirt or hat. More than one-quarter (27.3%) of consumers own patriotic decorations.  As July 4th approaches, 16.2 percent of consumers will head to stores to buy new patriotic merchandise, up from the 14.1 percent who were expected to shell out extra money for apparel, decorations or accessories last year. 

“Fortunately for many people this Fourth of July, gas prices won’t be what hinders a trip to the beach or other vacation spot,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Consumers this year may open up to the idea of traveling to be with family or heading out of town for a little R&R over the holiday weekend, something they may have hid from the last two years.” 

About the Survey

The NRF 2010 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 8,486 consumers was conducted from June 2-9, 2010. 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 8,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad.  In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2009 sales of $2.3 trillion. www.nrf.com   

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