Fourth of July 2026 Shopper Habits
Grilling supplies beat out fireworks and themed food as the most popular items for Fourth of July celebrations, according to Breaktime Media.
This summer, Breaktime surveyed 618 respondents about the July 4 holiday. They answered questions ranging from purchase priorities to must-have products.
About 40% of respondents said that grilling supplies are a must-have for their Independence Day celebrations. Fireworks and sparklers were tied for second at 20% with themed food and beverage. Patriotic clothing and accessories came in third with 15%.
The most popular food by far for the Fourth of July is burgers or hot dogs. About 60% of respondents selected those two items, followed by wings or BBQ, tied for second at 8%, with chips, dips and sides.
Shoppers indicated they are still budget-conscious this season. A third of respondents selected price as the most important factor when purchasing food items for the Fourth of July. Coming in second at 24% was flavor, and then trust in the brand took third with 13%.
Over half, or 56% of the survey takers, said they would be most likely to try a new Fourth of July-themed product if it’s on sale or has a coupon. When asked whether America’s 250th anniversary would make them more interested in limited-edition or patriotic products this year, 37% indicated no difference, 32% picked maybe and 21% selected yes.
Here are a few ways brands can engage and educate shoppers while driving sales during the Fourth of July holiday:
• Encourage trial by using a customized personality quiz to recommend personalized products from your brand for their Fourth of July needs based on shopper inputs.
• Feature a list showcasing helpful hosting tips for the holiday while including reasons to believe in your brand’s products.
• Help shoppers build the perfect Fourth of July BBQ menu using generative AI to suggest personalized grilling tips and product recommendations in real time, based on shopper inputs.
