How much do local food and beverage businesses make during the 4th of July?
June 28, 2019
In this article:
- Do local businesses make more money on the 4th of July?
- The day before the 4th is huge for food and beverage shops
- Which types of food and beverage shops make the most during the 4th?
- Is the 4th of July big for restaurants?
- Is the 4th of July big for bars and lounges?
- Where do Americans spend the most at food and beverage businesses during the 4th?
Main street businesses across all industries frequently rely on holidays to drive big business throughout the year.
But does the Fourth of July move the needle for Main Street? Or is Independence Day a dud for local small businesses?
We analyzed transaction data from 2018 at over 80,000 local businesses to find out just how big the Fourth of July is for small businesses across America.
July 4th is slow for most businesses, but July 3rd is not
As we dug into our initial findings, a couple of things jumped out right away:
- The 4th of July is an extremely slow day for local businesses
- The day before the 4th is huge for several types of local businesses in the food and beverage industries
It’s perhaps not surprising to discover the 4th is a slow day—many local businesses close their doors for the day, and most customers are spending time celebrating with family and friends.
But what about the day before the 4th?
As we state above, it’s a huge day for local food and beverage businesses, but which types of businesses benefit the most from the holiday? And by how much?
Keep reading to find out.
The day before the 4th of July is huge for food and beverage shops
The 4th of July is practically synonymous with backyard BBQs and family cookouts, so if you were thinking food and beverage businesses saw sales spike before the big day, you’re spot on.
Last year the 3rd of July fell on a Tuesday, which is typically not a very big day of the week for local food and beverage-related businesses. And if you looked at the 3rd of July compared to some of the biggest days of the year overall, it may look like a pretty typical day.
When you compare it to other Tuesdays, however, it’s clear that local businesses are cashing in on the holiday.
As you can see, July 3rd brings a huge increase in revenue for local food and beverage shops.
Local businesses not only saw an increase in the number of customers in the door (29% more transactions than a typical Tuesday), but customers also spent more per ticket (18% more than average).
Which types of food and beverage shops do best during the 4th of July?
The power of the 4th of July cookout is clear as you dig deeper into which types of local food and beverage shops do best around the 4th of July.
The 3rd of July was the busiest Tuesday of the year for meat shops and butchers, supermarkets and grocery stores, convenience stores, and beer, wine, and spirit shops.
Meat shops and butchers experienced the biggest increase in revenue, with enough Americans stocking up for backyard BBQs to make July 3rd the 6th biggest day of the year overall!
Beer, wine, and spirit shops also doubled their typical revenue for a Tuesday, while Grocery stores and convenience stores experienced experienced significant increases in revenue as well.
One thing is definitely clear—July 3rd is a busy day for any place for any business where customers can stock up on supplies to celebrate Independence Day.
Americans also like to go out for dinner and drinks around the 4th of July
It would appear that after customers spend their July 3rd buying supplies for the next day’s festivities, they prefer to take the night off by dining out or grabbing a drink at the local watering hole.
The week of the 4th of July was also the biggest week of the year for local bars and lounges. Bars and lounges also had big days on both the 3rd of July and on the 4th itself. (Which is not the case with food and beverage shops and restaurants, where sales drop significantly on the day of holiday.)
As you can see, the 4th is actually a bigger day for local bars and lounges compared to a typical Tuesday or Wednesday.
As you might expect, this is driven entirely by an increase in foot traffic, as the mid-week holiday seemed to drive a significant increase in number of average transactions.
Local restaurants, meanwhile, get a mild boost on July 3rd, but things slow way down on July 4th.
This suggests that most Americans prefer to cook at home or throw backyard BBQs on the 4th, and choose to make things easier on themselves by going out for dinner the night before.
Where do local restaurants, bars, and food and beverage shops benefit the most from the 4th of July?
Visit any state in America and the locals will likely claim their state celebrates Independence Day better than any other.
Naturally, we decided to take a look at our data to see which states truly do go the biggest when it comes to celebrating the 4th of July.
Well, at least when it comes to spending money at local food and beverage businesses, that is.
Where is July 3rd the biggest for local food and beverage shops like grocery stores, butcher shops, liquor stores, etc?
As we detailed above, food and beverage shops like butchers, grocery stores, bakeries, and wine stores do huge business as Americans go out on July 3rd to prepare for backyard BBQs and family get-togethers.
And that was the case at nearly every single state in the country.
July 3rd was the #1 Tuesday of the year for 41 states. Only one state (Utah) saw the 3rd of July fall outside of the top 6 Tuesdays of the year.
Food and beverage shops in Kansas experienced the largest increase in average revenue compared to a typical Tuesday.
New Englanders also spent a lot on supplies for 4th of July parties, as Rhode Island, Connecticut, Massachusetts, and Vermont round out the top 5.
While Oklahoma food and beverage shops may not have seen as large an increase in revenue compared to a typical Tuesday, Oklahomans still deserve a special shoutout in this list. July 3rd wasn’t just the biggest Tuesday of the year for food and beverage shops in the Sooner state, it was the single biggest day of the year overall!
Where is July 3rd the biggest for local restaurants?
Like we also detailed above, the day before the 4th isn’t just a big day for food shops, it’s also an uncommonly busy weekday for local restaurants.
Let’s find out which parts of the country saw locals going out for a bite to eat on the night before the big holiday?
July 3rd was the top Tuesday of the year in 37 states.
While the day wasn’t quite as big for restaurants as for food and beverage shops, several states still saw huge boosts in revenue compared to the average Tuesday.
Where is July 3rd (and 4th) the biggest for local bars and lounges?
The week of the 4th of July was the biggest week of the year for local bars and lounges. And not only was the 3rd an uncommonly busy Tuesday, but the 4th was the 2nd busiest Wednesday of the year for bars as well.
Let’s start by looking at where July 3rd was biggest for local bars and lounges.
Americans from coast to coast like to go out and a glass to celebrate American Independence, as July 3rd was the #1 Tuesday in 23 states.
Bars in New Jersey were particularly busy, bringing in more than twice as much revenue than a typical Tuesday.
Finally, let’s see where Americans spent the most at bars and lounges on the 4th of July itself.
New Jersey bars remained busy on the 4th, taking the top spot for the 4th as well.
Interestingly, the 4th wasn’t just a big day for a Wednesday at Hawaii bars and lounges, but it was the 11th day of the year overall. Suggesting perhaps that Americans on vacation during the holiday enjoy celebrating with drinks even more than people staying at home.
How to get the most out of the 4th of July if you own a local small business in the food and beverage industry
No matter how you slice it, the week of the 4th of July is huge for local small businesses in the food and beverage industry. As, local food and beverage business owners should expect the 3rd of July to be one of the busiest weekdays of the year.
These jumps in revenue are typically driven by both a larger than average number of average transactions and average ticket size, meaning business owners have a lot of opportunity to get the most out of the 4th of July.
Knowing customers spend more than usual means business owners should come prepared with special package deals, discounts on premiere or higher-priced items, and more. Americans like to splurge over the 4th!
Business owners should also be prepared to take advantage of the surge in total number of transactions. Take advantage of this increase in new customers by using creative solutions to capture customer information so and inviting them back with a special discount or deal later down the road.
Check out our post on 4 crucial steps to building an effective small business marketing plan for even more ideas and suggestions.
Finally, consider using reputation management software to help you do all of the above things, and more, simpler and easier. Sign up for a free demo below to see how Womply has helped small businesses across the country earn more money and save time doing it.
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