Activating Fourth of July Marketing: Targeting Cookout Hosts and Their Buying Habits
As the sun blazes and the days grow longer, Americans are crafting plans for unforgettable summer escapades. Whether it's the 36% heading to the beach or lake, the 35% embarking on road trips, or the 22% exploring large US cities, there's a buzz of excitement in the air. Men, in particular, are gearing up for some unique experiences, being 15% more likely than the average adult to hit the casinos and 14% more likely to venture into the mountains. Meanwhile, women are embracing relaxation, being 11% more likely to plan to indulge in staycations and spa days. These varied plans paint a vibrant picture of summer fun across the country.
July 4th: A Cornerstone of American Tradition
While the summer heat brings opportunities to entertain, be outdoors, and spend time with friends and family, there’s no denying the holiday that epitomizes summer fun: the Fourth of July. When it comes to the Fourth of July, the enthusiasm is palpable. A whopping 77% of adults plan to celebrate this year, with 45% planning to see fireworks and 29% hosting cookouts or events. More Americans plan to host a July 4th cookout this year than those who planned to host a Super Bowl party (22%), winter holiday party (21%), or even Thanksgiving dinner (26%). These cookouts are more than just a meal; they're a cornerstone of American tradition. Neighborhood parties will see 18% of adults in attendance, fostering community spirit. Millennials are particularly keen on making the most of the holiday, being 61% more likely than the average adult to plan to attend a concert and 56% more likely to catch a sporting event. Millennials are also 43% more likely to plan to go shopping and take advantage of holiday sales on July 4th, making them a prime target for brands with upcoming deals.
For July 4th, it’s all about the cookout, and for marketers, cookout hosts are a goldmine of opportunity. Among the nearly 75 million Americans who plan to host a gathering this year, 82% plan to buy food. Brands like Heinz ketchup (52%), McCormick seasonings (40%), and French's mustard (33%) are staples at these gatherings. Alcohol is another key purchase, with 52% of hosts planning to stock up. Popular choices include Modelo Especial (Index to total adults: 119), Blue Moon (114), White Claw Hard Seltzer (110), and Corona Extra (110). These preferences highlight the importance of aligning marketing strategies with consumer tastes. Advertisers can tailor their campaigns to highlight preferred brands, making their ads more relevant and appealing to the audience and therefore boosting sales for these products.
But the shopping spree doesn't stop at food and drinks. 50% of cookout hosts plan to buy sparklers or fireworks, adding a festive flair to their celebrations. And for those looking to upgrade their grilling game, 32% plan to buy a new barbeque or grill for the holiday. Gen Z and Millennials are particularly enthusiastic about decking out their spaces, with Gen Z being 47% more likely to buy decorations and 38% more likely to purchase an American flag. Millennials, on the other hand, are 43% more likely to buy new clothes for the occasion and 42% more likely to invest in new patio or outdoor furniture. As July 4th is a prime time for outdoor gatherings and celebrations, advertisers should capitalize on the spike in demand for backyard and home improvements. Promoting popular items like patio furniture and grills during this high-demand period will enhance brand visibility and lead to long-term customer loyalty.
Why are July 4th hosts an attractive audience?
Extending beyond purchasing plans for the holiday itself, July 4th hosts are active and eager to spend on a variety of other occasions. This audience is 74% more likely than the average adult to plan to go camping in the next 6 months, 55% more likely to attend a fundraising event, and 48% more likely to take on a DIY project, go to an amusement park, or visit a spa. They are also more likely than the average adult to plan to go to the beach (145), play their cards at a casino (142), or remodel a room in their home (140).
While cookout hosts have big plans for what their next 6 months will hold, they are money conscious. In response to inflation in the US, they are 38% more likely to be investing in energy-efficient home appliances to reduce long-term energy costs and are 38% more likely to be applying for new credit cards. “Buy now, pay later” financing plans are appealing to 17% of cookout hosts (Index 133). Understanding these consumer behaviors and preferences gives advertisers a competitive edge, enabling them to outshine competitors who may not be as attuned to market trends. By promoting products through the lens of sustainability and affordability, advertisers can reach this audience ready to spend.
Americans planning to celebrate and host for this Fourth of July are a dynamic and engaged audience, making them a prime target for advertising campaigns. Their diverse purchasing habits, from gourmet ingredients to outdoor essentials, offer a wealth of opportunities for brands. By tapping into these insights, marketers can craft compelling campaigns that resonate with this enthusiastic group, ensuring a memorable and successful Fourth of July for all.
Sources: 2025 Q2 Trending Topics Study (W25 USA); 2025 Q1 Trending Topics Study (F24 USA); 2024 Q4 Trending Topics Study (SU24 USA); 2025 Winter MRI-Simmons USA
Activating cookout hosts through MRI-Simmons
Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach Americans planning to host a July 4th cookout, buy alcoholic beverages, go to the beach , or any other target discussed in this blog. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the ad tech platform or media partner of your choice.
To learn more about the Trending Topics Study, click here or email info.ms@mrisimmons.com.
