How Millennials & Gen Z Are Celebrating the 4th, In 4 Stats

The 4th of July is a big retail holiday for the country, so we found out what 13-34-year-olds planned to do, buy, and spend to celebrate…

When we asked in our June monthly survey of Millennials and Gen Z, 91% of 13-34-year-olds planned to celebrate the 4th of July this year. As always, we dug into their plans to find out what their holidays would look like and, perhaps more importantly for brands, what they planned to buy and how much they planned to spend to celebrate Independence Day this year.

BuzzFeed reports that as a nation, Americans will spend an estimated $7.1 billion on food during the weekend, and Walmart calls it “one of the biggest food holidays of the year.” According to our survey, 18-34-year-olds who are celebrating and plan to buy items for the holiday estimated that they would be spending over $100 on average. (An over $10 increase from their 2016 estimates.) Which means Millennials alone account for an estimated $6B in 4th of July spending power. Spending estimates were highest among 30-34-year-olds, who said they would fork out over $150 on average for the 4th celebrations. Gen Z came in at a slightly lower planned spending estimate average, but also planned to out-buy Millennial consumers in some categories. So what exactly are these groups planning to buy? Here’s their star-spangled-spending for the 4th, broken down in four stats:

1. Almost seven in ten 13-34-year-olds planned to watch fireworks & two in five planned to purchase them.

Nothing says 4th of July like a fireworks display, and 66% of Millennials and Gen Z planned to watch one this holiday—with 37% planning to purchase their own to set off at home. Young consumers in the Midwest and South are most likely to plan to buy fireworks, with over two in five saying they would be purchasing (local laws…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies