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…

 
 

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The Newsfeed

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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