Despite the ailing economy, American consumers were still expected to spend big-time on Independence Day festivities this year.
The National Retail Federation's 2010 Independence Day Consumer Intentions and Actions Survey (conducted by BIGresearch) predicted that 87.8 percent of all Americans would take part in some sort of Independence Day festivity, spending upward of $3 billion on holiday weekend parties, food, entertainment and travel.
Nearly 144 million Americans (61.9 percent of adults over 18 years old) were expected to celebrate the holiday the traditional way by attending or hosting a cookout/barbeque or picnic, about the same number as last year.
The survey also suggested that 98 million, (42.4 percent of adults over 18) would watch fireworks or attend a community celebration, compared to last year’s 42.7 percent. More than 28 million would attend a parade and 27 million would travel or take a vacation.
As the world's largest retail trade association, the National Retail Federation represents an industry with more than 1.6 million American companies, employing nearly 25 million workers generating 2009 sales of $2.3 trillion.
Independence Day is certainly big business. More than 123 million people already own an American flag and nearly 86 million own patriotic apparel such as a t-shirt or hat. The American Pyrotechnic Association expected consumers to spend over $600 million on fireworks over the holiday weekend.
BIGresearch, a consumer research firm based in Worthington, Ohio, polled 8,486 consumers between June 2-9, 2010.
