As fireworks prepare to light up the sky this 4th of July, Americans are not only reflecting on the meaning of Independence Day – they’re also navigating how to celebrate while keeping a close eye on their wallets.
According to Savanta’s latest research, tradition and national pride remain central to the holiday, but for many, financial realities are prompting new ways to mark the occasion. From more modest party budgets to an increased reliance on the homes of friends and family over hotels, the way Americans approach the 4th is evolving to fit the economic climate.
More than half of Americans (60%) believe that the 4th of July brings people together regardless of background or beliefs. However, this sense of unity is not universal. Fewer than half of Gen Z (41%) agree, signaling a generational divide in how the holiday is perceived. Patriotism also remains widespread, with 67% of Americans reporting that they feel at least somewhat patriotic about the holiday, but only 56% of Gen Z says the same.
No 4th of July would be complete without classic cookout fare. Nearly two in three (65%) Americans say burgers will be their food of choice, keeping the grill tradition alive across generations. Drinks are set to flow too. Almost half (44%) of Americans plan to enjoy alcohol as part of their celebrations, with beer topping the list at 65%, trailed by wine (37%) and spirits (36%).
This year, financial awareness is central to how Americans are celebrating the 4th of July. Most (71%) plan to keep their holiday spending under $250, reflecting a conscious approach to budgeting.
Travel is scaled back as well, with 27% reporting to travel less this year than last year. For those who travel, 37% will stay with friends or family – significantly more than those choosing hotels (19%) or rentals (17%). Even with a variety of store promotions available, 54% remain unmoved by 4th of July sales, placing greater value on spending meaningful time with loved ones. As a result, Americans are upholding Independence Day traditions while thoughtfully adapting their celebrations to today’s economic realities.
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