Washington, June 22, 2009 – Even in the midst of an economic downturn, Americans plan to show their patriotism and are making big plans for July 4. According to the National Retail Federation’s 2009 Independence Day Consumer Intentions and Actions Survey, conducted by BIGresearch, more people will celebrate the July 4 holiday this year than last year. With the holiday falling on a Saturday, many Americans are planning a memorable celebration: 62.6 percent—or 144 million people— will host or attend a cookout, barbecue or picnic, compared to 61.2 percent (139 million people) in 2008.

The survey also found that more people will attend their local fireworks or community celebration (42.7% vs. 40.2% in 2008). Other popular celebrations include attending a parade (11.5%) or traveling/taking a vacation (11.4%).

“Americans are ready to kick-start summer and celebrate Independence Day,” said NRF President and CEO Tracy Mullin. “Retailers will be stocked with supplies for every celebration, from large family cookouts to trips to the beach.”

When it comes to the patriotic merchandise consumers already own, 121 million Americans own an American flag, 89 million have patriotic apparel, 58 million own decorations and 25 million have bumper stickers or car decals. According to the survey, 14 percent of consumers plan to purchase additional patriotic merchandise this month.

Though gas prices are still far below last year’s levels, a recent uptick in costs is causing some Americans to reconsider their plans. According to the survey, 44.5 percent of Americans will change their Independence Day plans on account of higher gas prices.

“With July 4 falling on Saturday this year, many Americans will use the holiday as the perfect excuse to relax with family and friends,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “With gas prices on the rise again, some Americans will opt to spend the weekend close to home, taking advantage of neighborhood gatherings and local celebrations.”

About the Survey The NRF 2009 Independence Day Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the July 4th holiday. The survey was conducted for NRF by BIGresearch. The poll of 8,635 consumers was conducted from June 2-9, 2009. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions survey monitors the pulse of more than 8,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.