Memorial Day is a shopping day! More than 90% of American celebrants plan to shop!

According to the "Second Quarter Holiday Preview 2023" survey released by Numerator, three-quarters of American consumers plan to celebrate Memorial Day, and 92% of those celebrating plan to shop.

The survey shows that food tops the Memorial Day shopping list (83% plan to buy it), followed by alcoholic beverages (46%), non-alcoholic beverages (35%), party supplies (16%) and decorations (11%). Among those who plan to buy alcohol, the top choice is beer (70%), followed by wine (43%), hard seltzer (30%) and spirits (30%).

More than three-quarters of consumers said the price increases would affect their Memorial Day spending, with 4% saying it would be "slightly affected," 26% saying it would be "moderately affected" and 16% saying it would be "significantly affected."

According to Numerator's survey, 82% of consumers plan to save money. Specifically, 54% of celebrants plan to buy discounted items, 28% plan to use more coupons, 28% of shoppers will prepare affordable food, and 20% of celebrants will turn to stores and private labels. In addition, 17% will shop at dollar stores, 12% will travel less, and 11% will buy small items.

Compared to Memorial Day 2022, plans for all celebrations increased in 2023, including recreational activities (up 10 percentage points), attending or hosting a party (up 9 percentage points), participating in public celebrations (up 8 percentage points), and watching fireworks (up 6 percentage points).

The top celebration plans for this Memorial Day are barbecuing/grilling (59% of celebrants), followed by attending or hosting a party (43%) and cooking/baking (23%).

Notably, in the four weeks leading up to Memorial Day, sales of summer products surged, such as pool chemicals (+132%), pool tools and accessories (+121%), sunscreen (+109%), pool floats and pool noodles (+81%), and grills (+54%).

Numerator surveyed 2,650 consumers in April 2023, focusing on consumers' celebrations, shopping and spending plans for May Day, Mother's Day, Memorial Day, Father's Day and Independence Day.

Editor ✎ Nicole/

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