Labor Day: 67% of consumers plan to celebrate

Additional findings include:

• 67% of consumers plan to celebrate this year, with another 15% unsure of plans. Celebration intentions are highest among Black consumers, Boomers+, and consumers in the Northeast; intentions are lowest among Gen Z & Millennials
• Among those planning to celebrate Labor Day, the preferred activities are grilling (63%), gathering with family and friends (58%), and cooking or baking at home (32%)
• Gen Z & Millennial celebrators are more likely to go out to eat (16% vs. 10% for all celebrators), order food for takeout or delivery (16% vs. 8%), and go out for drinks (19% vs. 8%)
• Labor Day shopping lists include food (88% of celebrators plan to purchase), alcoholic beverages (52%), non-alcoholic beverages (38%), party supplies (16%), and candy (13%)
• 59% of celebrators plan to shop at grocery stores (Kroger, Publix, etc.), while 53% plan to shop at big box stores (Walmart, Costco, Target, etc.)
• Northeast celebrators are more likely to purchase alcoholic beverages (63% vs. 52%), while consumers in the Western U.S. are more likely to purchase non-alcoholic beverages (46% vs. 38%)
• Labor Day alcohol buyers are opting for beer (76%), spirits or spirit-based drinks (40%), wine (39%), and hard seltzers or canned cocktails (39%)
• Hispanic consumers are the most likely group to purchase beer (87% vs. 76% for all celebrators), while Gen Z & Millennials are most likely to purchase hard seltzers (47% vs. 39%)
• 36% of U.S. consumers expect to shop during this year’s Labor Day sales, with sales fairly evenly split between in-store and online. 36% plan to shop online sales only, 28% plan to shop in-store sales only, and 36% plan to shop both