Seventy-three percent of consumers plan to celebrate the Fourth of July, according to a survey from research company Numerator. With 83% of consumers planning to buy food for the holiday, brands and categories typically associated with picnics and cookouts are expected to see the highest boosts in sales.

Top findings from the survey include:

• 94% of consumers plan to make a purchase for the Fourth of July, with food items being the most popular (83% plan to purchase), followed by alcoholic beverages (48%), non-alcoholic beverages (38%), decorations (23%) and party supplies (21%).
• Beer is the preferred alcoholic beverage for Independence Day. Among those who plan to purchase alcohol, beer is the top choice (75% plan to buy), followed by spirits or spirit-based drinks (40%), wine (38%) and hard seltzers or canned cocktails (35%).
• Consumers in the Northeast are more likely to say they will purchase wine (51% vs. 38%), while consumers in the West are twice as likely to purchase champagne or sparkling wine (17% vs. 8%).
• 26% of consumers expect to shop at liquor stores.
• Traditional picnic food brands and categories see increased household penetration in the two-week lead-up to Independence Day. Last year, the top five brands that spiked in household penetration during this period were Lays, Hellmann’s, Ball Park, Sweet Baby Ray’s and Bush’s Best.
• The top 10 categories to see penetration increases were packaged rolls and buns (+7.0 points vs. prior two weeks), hot dogs (+5.5), mayonnaise (+4.6), ready-to-drink/RTD alcohol beverages (+3.0), ice (+3.0), chips (+2.9), sausage (+2.5), beer (+2.4), dips (+2.3) and ice cream and novelties (+2.3).
• Category boosts vary by U.S. region. In the West, four beverage types make the top ten boosted categories—water (#3) and soft drinks (#4) see more growth than beer (#9) or RTD alcohol beverages (#10). In the Northeast, mayonnaise is the top boosted category—higher than any other region—and whipped toppings (#6) and fountain beverages (#9) make the top 10 list.
• Alcohol saw a 10.2% sales increase in the two-week lead-up to Independence Day 2023, and condiments saw a 9.5% sales increase.