Survey Shows Brands Should Approach America 250 With Relevance, Not Rhetoric
With the United States approaching its 250th anniversary, new research from contextual advertising platform Chicory suggests that although brands should treat the milestone as a meaningful commerce opportunity, they shouldn't assume universal enthusiasm.
In a survey of more than 1,000 Americans, 58% said they plan to celebrate the anniversary, while 43% are unsure or do not plan to participate. While six in 10 respondents expressed positive interest overall, nearly a third reported feeling cautious or indifferent, reinforcing the need for balanced, inclusive messaging.
“Brands can support America 250 by focusing on what’s universal: food, gatherings and shared experiences,” Yuni Baker-Saito, CEO of Chicory, told the Path to Purchase Institute. “Subtle, context-led participation means prioritizing relevance over rhetoric."
"Instead of overt patriotic messaging, brands can lean into themes of gathering, community and inclusion while supporting smaller community events or charities that give back," he added. "Brands that help facilitate meaningful experiences around the milestone will resonate most.”
The data also reveals a clear generational divide. Only 38% of Gen Z respondents said they plan to celebrate, compared with 61% of millennials and 68% of Gen X. Baker-Seito noted that the research shows broad awareness and positive sentiment overall, but younger consumers express more caution and less overt enthusiasm.
Gatherings and Meal Planning Create a High-Intent Moment
Despite mixed sentiment, July 4 remains a high-intent food and hosting holiday, and the 250th anniversary is likely to amplify that behavior. More than 37% of respondents plan to host larger cookouts, while nearly 36% expect to purchase more food and beverages, signaling a significant opportunity for brands tied to meal planning and gatherings.
“Brands should act early,” Baker-Saito added. “The planning window opens well before July, and influence happens in the high-intent moments when consumers are searching for recipes, building shopping lists and planning gatherings. To earn a place at the cookout, brands that show up with helpful, celebratory solutions, [such as] grilling essentials, hosting bundles [and] elevated twists on classics, will win.”
Importantly, brand participation itself does not appear to carry significant downside risk. About 45% of respondents said participation in a major cultural or sporting event does not affect their likelihood to purchase from a brand, while only a small share said they would actively avoid brands that participate.
For retailers and retail media networks, the opportunity extends beyond in-store promotions.
“Retailers and retail media networks should view America 250 as more than just onsite promotion — it’s an opportunity to drive incrementality during this huge celebratory moment,” Baker-Saito said. “Lean into offsite strategies that prioritize relevance and reach consumers while they’re in planning mode, not just at the point of purchase."
When paired with limited edition products and smart packaging like bundling and co-branded campaigns, brands can grow baskets and bring new or lapsed shoppers to the table, he added.
