According to the findings of a National Retail Federation (NRF) survey, conducted by BIGresearch, almost one in four consumers plan to shop over the July 4th holiday. Retailers plan to offer a variety of promotions and sales to increase their traffic.

Survey results suggests that discount stores will see increased sales this July 4th, with 41.8 percent of consumers who plan to shop intending to take advantage of the discounters' special deals. Additionally, 33.5 percent of consumers heading to the stores plan to take advantage of special sales at department stores, and 12.7 percent of Americans plan to purchase patriotic merchandise this month.

Consumers Plan to Celebrate Independence Day in Traditional Ways

  • Having a cookout or picnic 54.4%
  • Attending a community celebration or watching fireworks 37.4%
  • Going to a parade 10.7%
  • Traveling 10.3%

According to the survey, only 12.0 percent of U.S. consumers will not celebrate the July 4th holiday this year.