Shoppers Seek a Budget-Friendlier Fourth of July

A new Independence Day consumer report from Chicago-based Numerator finds that more than half of those surveyed plan to grill or barbecue (60%) and gather with family and friends (53%)—but they're doing so with an eye toward keeping spending in check as food inflation continues to climb.

To save money, more than three in five (62%) said they will look to buy items on sale, with 36% saying they'll look to use coupons to save and 31% saying they'll search for deals online. Consumers overwhelming plan to do their actual buying in-store, however: 88% plan to do at least some of their shopping in store, vs. 19% who expect to do at least some of their shopping online.

Budgets will factor into menu planning, too: 37% of respondents said they will prep budget-friendly snacks and meals. In addition, echoing other recent surveys showing growing interest in private brands, Numerator found that around one-quarter of consumers (26%) plan to opt for private labels for their Fourth of July grocery purchases. A similar share (25%) said they'll shop at dollar or discount stores to save.

More than half (58%) of consumers surveyed by Numerator said they plan to spend less this holiday than in years past, with frugality intentions higher among Boomers.

Over half of consumers said they will purchase snacks (60%) and meat and seafood (56%). Smaller shares said they'll purchase fruits and vegetables, side dishes and/or alcoholic beverages (all 45%) for their Fourth of July gatherings.

For those planning to purchase adult beverages for the holiday weekend, beer is the top choice: 74% of consumers, including 79% of Boomers, 73% of Gen X shoppers and 69% of Millennials, plan to buy brews. Boomers are most likely to prefer wine; Gen X shows equal preference for spirits and ready-to-drink cocktails; and Millennials are most likely to prefer hard seltzers.