In the U.S., the Fourth of July is not just a day on the calendar but a massive celebration of independence and gathering of community. It’s also a huge marketing vehicle for brands to capitalize on anything from consumer packaged goods to decorations to travel. Fourth of July’s influence on the American marketing landscape is strong, so it is important to arm yourself and your digital campaigns. Every brand can connect with the holiday in some way, so here are some things to keep top of mind when working on your Fourth of July-based campaigns.
Pre-Holiday Awareness Campaigns Are Crucial
In the leadup to the Fourth of July, it’s essential to position your brand ahead of the competition by starting awareness campaigns as early as April or May. Start with a slow drip campaign or go robust with an evolving marketing narrative to put your product ahead of the rest. Want to be the top dog? Focus on honing your brand’s message and product benefits now.
In 2023, Fourth of July, consumer spending for consumer packaged goods such as food, beverages, and party supplies is expected to be north of 7.2 billion dollars in the U.S. In the months leading up to the holiday, it is crucial to develop brand recognition that resonates with consumers while they are spread thin focusing on other things like planning summer travel, their kids being home from school, and leisure. Americans have an average attention span of 8.25 seconds meaning your brand should focus on capturing their attention with sharp, decisive ads and awareness campaigns that clearly define product value with memorable visuals and distinct benefits that set it apart from the competition.
In-Market Customers Want Your Product
The great thing about the Fourth of July is that the products canonically associated with the holiday, like food, drink, and entertainment, are generally no-brainer purchases for those looking to celebrate. While brand awareness is a massive part of finding success with your campaigns during the lead-up to the holiday, once the week before and of the Fourth of July lands, it’s go time. Consumers will no doubt be out deciding and purchasing products at the store, especially last minute when they’ve realized they forgot something on the way to the barbecue.
The consideration phase is a crucial area for spending in the marketing funnel in the weeks leading up to the Fourth of July – it’s primed for aggressive programmatic spend to put your product in front of the eyes of people who are ready to make both calculated and last minute decisions. Also note that this is the most competitive stage for items in the consumer packaged goods category. Brands will duke it out for ad space, especially alcohol and soda brands. Other fundamental aspects of holiday eating, such as meat brands, will see some competition but remain the most expensive part of the meal due to beef, chicken, and seafood costs rising 30% since 2021. The big takeaway? With a strong awareness campaign and heavy spending push in the second and third weeks before and during the holiday week, your brand will surely perform well amongst the holiday shopping chaos.
Of the Americans that celebrate the holiday, the majority tend to do their shopping in the three weeks leading into the holiday. With that in mind, it’s time to start thinking about the Fourth of July now, rather than later when consumers are begin to settle into familiar brands and patterns.
So, a recap on what we know: Fourth of July 2023 is expected to be a BIG year for competition within the alcohol marketplace as beer alternatives like hard seltzers and kombucha have begun to take up a larger share of the alcoholic beverage space. Hot dogs remain unaffected and surprisingly, spending will grow by 20% as it traditionally has year over year. And would it be a Fourth of July blog without acknowledging fireworks? A purported $2.5 billion will be spent on fireworks this year.
The numbers around this holiday are massive, if not overwhelming, but that doesn’t mean your brand has to watch from the sidelines while the major players take up the space. With a tactical approach to awareness and consideration campaigns, your brand can carve out space for itself during the greatest American holiday in the peak of summer.