Business
National Retail Federation Survey: More Americans expected to party for Independence Day
July 2, 2009
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Evanie Colon, 3, of Jersey City, N.J., walks Tuesday with her grandfather Andre Colon near the Statue of Liberty at Liberty State Park in Jersey City, N.J. Despite the economy, the National Retail Federation found in a survey that more people are planning July Fourth parties this year than last year.
Shoppers stiffed Mom, Dad and the Easter Bunny but appear to be giving Uncle Sam extra love this weekend.
More Americans are planning celebrations, with the requisite spending, this year than last July Fourth, according to a National Retail Federation survey.
The trade group found that almost 63 percent — or 144 million people — plan to host or attend a cookout, barbecue or picnic. That’s 5 million more than in 2008.
The news is music to retailer’s ears, who have suffered more than a year’s worth of disappointing holidays during the current recession.
“It’s a pleasant surprise,” said Kathy Grannis, NRF spokeswoman. “More people are looking to celebrate with family and friends.”
Grannis said one of the possible reasons for the jump is that July Fourth falls on a Saturday.
Many Americans will look to take advantage of it by spending the weekend together.
“People have been hit hard this past year; they’re looking to unwind and finally have some fun,” she said.
Sandra Rivera, a cashier at a Los Angeles Party City store, said her store expected to sell out of flags, bunting and other Fourth of July apparel.
Cora Ovikian was picking up items at Party City for two July Fourth parties — one at work and one at her daughter’s house. She came out with two bags overflowing with red, white and blue products. One item was an Uncle Sam suit that she plans to wear at both parties, despite the catcalls she knows she’ll receive from her children.
“They always tell me to take the costumes off,” said Ovikian, 58. “Last year, it was just a tie, and they still said it.”
Ovikian’s Party City bill totaled about $65. But she also bought hot dogs, chips and soda at a supermarket. All told, she spent around $200, but she said it didn’t bother her.
“It’s a celebration,” Ovikian said. “I’ll be with my family and friends. I can see on their faces how happy they are. To me, it’s worth it.”
Brent Schoenbaum, a partner at accounting company Deloitte & Touche’s consumer business division in Los Angeles, said many Americans were beginning to share a rosier economic view. He pointed to recent upticks in U.S. consumer confidence surveys, which might indicate an increase in sales.
“Any bounce in consumer confidence will certainly lend itself to a jump in sales,” said Schoenbaum, who added that warm weather would be an important factor.
Those attending celebrations won’t have as much company on the road as they would have had last year. A recent survey by the Automobile Club of Southern California found that the number of Southern Californians on the road is expected to fall by 3.2 percent compared with last year.
The expected decline comes despite gas prices being more than $1.50 lower than last year, when prices stood at $4.63 a gallon.
This news doesn’t bother Patti MacJennett, senior vice president of marketing for LA Inc. and the Los Angeles Convention and Visitors Bureau. She said more people spending time at home translates to more people spending money at home.
“The more people in town, the better,” she said. “If they spend money here, the better it is for the economy, which is better for us all.”
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