Fourth of July – Not So Big for Retail, But Huge for Travel

Category: Marketing Dilemmas

2016-07-05 fina;

Independence Day is a national holiday which could be substantial for content marketers. It’s a yearly momentous occasion that celebrates the spirit, perseverance, and strength of our nation.

However, July 4th is not as significant as other holidays like Valentine’s Day, Mother’s Day, or Father’s Day in the world of retail. Minus the occasional American flag, patriotic apparel, or kitsch decorations, the spirit of gifting is underplayed during this holiday. Surprisingly, impressions came down by 14% compared to the Father’s Day season in June of this year.

Nevertheless, 4th of July sales are focused primarily on party supplies and event promotion merchandises. The consumer tends to be much more focused on celebrating independence with parties and dinners with friends or family. We found that some of the most popular search items included recipes, party ideas, decorations, fireworks, and desserts.

It’s also touted to be a tremendous season for the travel vertical this year, especially with the extended weekend. Holiday travel will surely hit record levels.

“Nearly 44 million travelers are expected to hit the nation’s roads, airports, buses, trains, or cruise ships between Thursday, June 30 and Monday, July 4,” AAA officials said.” (Source: Chicago Sun-Times – link)

Some of the top searched destinations include Myrtle Beach, Niagara Falls, Ocean City, Washington D.C., and Catalina Island.

Where did you travel this Fourth of July weekend?

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