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

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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