32% of Americans are swapping BBQ for pizza this July 4th
(BPT) - 'Za summer? More than 2 in 5 Gen Zers and Millennials (43%; 32% overall) are skipping traditional barbecues in favor of ordering pizza on Fourth of July - driven by the rising costs of hosting summer celebrations, according to new Empower research.
Key takeaways:
- Independence and inflation: 68% of Americans say barbecues are noticeably more expensive to host this year, due to inflation (49%) and rising grocery costs (56%); 55% say tariffs will make holiday celebrations more expensive.
- Stars, stripes and spending: Nearly 4 in 10 (38%) say they'll spend more this year than last on Fourth of July festivities.
- Shopping list red, white and blues: Close to half (49%) have noticed a change in the cost for the ingredients to host a barbecue.
- Fourth and friends: To help cut back on expenses, 43% have asked their Fourth of July guests to bring something to the celebration, like food and drinks (49% Gen Zers, 52% of Millennials).
- Party pass: 34% plan to skip Fourth of July celebrations altogether to save money.
- In pursuit of happiness: Still, 65% are focused on enjoying the moment, and 58% plan to shop Fourth of July sales to stretch their dollar further.
Sizzling costs are cooling cookouts
Nearly 7 in 10 Americans (68%) say the cost of hosting cookouts and barbecues has noticeably increased this year, and half have felt the squeeze at the grocery store when buying ingredients for the grill (49%). More than 4 in 10 say they've delayed buying a new grill to save money (43%).
Inflation and rising grocery costs are top of mind, as 49% of Americans admit their summer celebration plans - including Fourth of July - have been directly impacted. And for 34%, the best way to save is to skip the party altogether.
Stars, stripes and spending
Some Americans are ready to celebrate big this Independence Day: nearly 4 in 10 (38%) say they'll spend more this year than last on Fourth of July festivities - and it's not just on fireworks. Biggest spending categories include:
- 62% say food and drinks / groceries or takeout
- 28% say fireworks or entertainment
- 25% say hosting or attending a party
- 20% say travel or gas
- 14% say patriotic clothing and accessories
Celebrate smarter, not harder
Nearly two-thirds (65%) are focused on enjoying the moment, even if it means cutting back elsewhere. Though almost half (47%) aren't worried about the costs of celebrating, 65% say they are prioritizing saving money.
Savvy strategies in play:
- 43% are asking guests to pitch in by bringing food or drinks, rising to over half of Gen Z (49%) and Millennials (52%).
- 58% are taking advantage of Fourth of July sales or promotions (64% of Millennials) to save money; in fact, 37% say they wait for deal days to make big-ticket buys like mattresses or appliances (49% Millennials vs 22% Boomers).
- 19% are sticking close to home to avoid travel costs.
- 15% are co-hosting celebrations to split expenses.
Debt, deals and decision fatigue
The balancing act between celebration and budgeting is real: More than 1 in 5 (22%) are even willing to go into debt to enjoy a full-blown holiday bash - rising to 36% among Millennials.
Most Americans (68%) are working to strike the right balance between having fun and staying frugal: 55% say they typically set a budget for holiday celebrations. Overall, close to 4 in 10 are skipping most celebrations this year due to cost (39%).
*ABOUT THE STUDY
Empower's "July 4th Spending" study is based on online survey responses from 2,200 Americans ages 18+ fielded by a third-party panel provider from June 21 - 23, 2025. The survey is weighted to be nationally representative of U.S. adults.
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- 20% say travel or gas
Source: BrandPoint
