Consumers Want Free Events And Deals This July 4th Weekend

Millennials lead intent to purchase patriotic items such as flags and fireworks

Jul 02, 2015, 16:15 ET from Horizon Media

NEW YORK, July 2, 2015 /PRNewswire/ -- According to Horizon Media's latest Finger on the Pulse study – the agency's proprietary online research community, comprised of 3,000 people reflective of the U.S. population – July Fourth celebrations mean food, drink and fireworks, but consumers want deals and the opportunity to attend events for free this year.

The survey findings highlight that July 4th is an important holiday for the U.S population across all age groups. Seven in ten (69%) will celebrate, 90% of whom characterize celebrating Independence Day as "important to me". And consumers are willing to spend money to celebrate the holiday; Over 9 in 10 (93%) surveyed state they will spend money for their July 4th celebration, and just over 4 in 10 (41%) plan to spend more than $50 to celebrate. The data shows that men are more likely to spend more (46% of men will spend over $50 versus 37% of women).

When asked how they will spend their money to celebrate July 4th, food and drink purchases account for the majority of consumer spending choices. Food and (non-alcoholic) drink purchases are far more important than decorative items such as flags, or even fireworks. 79% of respondents say that food is definitely the most important part of a holiday celebration (72% meats; 60% chips; 57% soft drinks; 49% salads such as coleslaw, potato salad). But not everyone is making healthy eating choices this weekend; 80% of those surveyed say that having food that tastes good is far more important than having food that's healthy.

Millennials surveyed are far more interested in purchasing patriotic items such as American flags (34% vs. 17% of 35-49 year-olds, 17% of 50-64, and 18% of 65+) or fireworks (50% vs. 34% of 35-49 year-olds, 28% of 50-64, and 13% of 65+) than other generations. And they still hold out for alcoholic beverages at their Independence Day outings. 29% say, 'If there is no alcohol at a holiday celebration, I am much less likely to enjoy myself.'

Monetary savings, free activities, and the recognition of veterans lead the ways consumers want brands to get involved with Independence Day. 44% of those questioned are looking for promotions and deals that help people get more for less for July 4th with Millennials most motivated by these value deals (54% vs. 45% of 35-49, 39% of 50-64, and 30% of 65+). 39% of people are looking forward to free activities to participate in and 39% are looking for brands to honor a selection of veterans with free products, services, or Independence Day experiences for the holiday festivities.

"Independence Day is a traditionally a time for barbeques and fireworks," said Stan Fields, executive vice president and managing partner at Horizon Media. "The holiday presents a unique opportunity for brands to take part and offer value in terms of free events and good deals. Brands will also get positively viewed for their support of veterans this weekend."

Finger on the Pulse empowers the agency to connect directly with 3,000 consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights.     

About Horizon Media

Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $5.2 billion and over 1,100 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit


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SOURCE Horizon Media