Numerator releases 2021 holiday report, expects ‘little-to-no COVID impact’
- About 20% of the consumers expect the Fourth of July to be their first normal celebration this year.
- Numerator's survey says vaccinated people are likely to be cautious on the Independence Day 2021.
- COVID-related financial hardships to still affect celebrations this year, as per some respondendts.
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Numerator published its report on 2021 holiday consumer intentions on Monday that said the majority of consumers weren’t expecting their holiday celebrations to be affected by the Coronavirus pandemic this year.
Numerator’s survey covers the third quarter that includes the Fourth of July and the Labour Day. The report highlights that typically, 96% of the consumers celebrate Independence Day, and 69% celebrate Labour Day.
Majority is likely to have a large Independence Day celebration
The survey results disclosed about 20% of the consumers expect the Fourth of July to be their first normal celebration this year. But only 60% of the respondents said they’ll have a large celebration. Others will still stick to a smaller get-together.
After more than a year that restricted gatherings and social events, close to 40% of the participants, as per Numerator, are more excited for the Independent Day celebrations in 2021.
According to the survey, many are thrilled to finally have a reason to celebrate and get together with their friends and family. Some, however, are still disappointed since the COVID-related financial hardships, they said, will continue to impact celebrations this year even after restrictions are eased.
Vaccinated people are likely to be cautious on the Independence Day
Numerator’s report further highlighted that people who got vaccinated still said they will take more precautions in celebrating the fourth of July. Those that showed no intention of getting vaccinated, on the other hand, are more likely to attend fireworks, festivals, and public events at large. Such a discrepancy wasn’t reported for Labour Day celebrations.
The majority of respondents expect to spend the same amount on the Independence Day celebrations this year as they used to before the pandemic. On Labour Day, however, about 25% of the consumers said they will spend more in 2021.
Founded in 1990, Numerator is a for-profit consumer insights company headquartered in Chicago, Illinois.