Consumer Behavior

Labor Day celebrations vary among generation demographics

Photo: Adobe Stock (AI Generated)

August 30, 2024

Over half of U.S. consumers, 67%, will celebrate Labor Day this year with 15% unsure of plans.

And when it comes to Labor Day plans there is a clear difference among different consumer generations, according to a Numerator report, "2024 Labor Day Intentions Preview."

The survey was fielded to 1,059 consumers this month.

"While many U.S. consumers will celebrate Labor Day grilling at home with friends and family, Gen Z and millennials are more likely to take advantage of the long weekend for travel and going out for food & drinks," Amanda Schoenbauer, Numerator analyst, said in an email note regarding the report.

Additional highlights include:

• Among those planning to celebrate Labor Day, the preferred activities are grilling (63%), gathering with family and friends (58%), and cooking or baking at home (32%).
• Gen Z and millennial celebrators are more likely to go out to eat (16% vs. 10% for all celebrators), order food for takeout or delivery (16% vs. 8%), and go out for drinks (19% vs. 8%).
• Labor Day shopping lists include food (88% of celebrators plan to purchase), alcoholic beverages (52%), non-alcoholic beverages (38%), party supplies (16%), and candy (13%).
• 59% of celebrators plan to shop at grocery stores (Kroger, Publix, etc.), while 53% plan to shop at big box stores (Walmart, Costco, Target, etc.).
• 36% of U.S. consumers expect to shop during this year's Labor Day sales, with sales fairly evenly split between in-store and online. 36% plan to shop online sales only, 28% plan to shop in-store sales only, and 36% plan to shop both.