Independence Day Research Summary July 2021 TABLE OF CONTENTS ▪ Summary ▪ Holiday Overview ▪ Holiday Trends ▪ Holiday Survey Findings ▪ Expert Interviews ▪ Takeaways 3 Summary “O Say Can You See” SUMMARY O Say Can You See! Independence day marks the birth of our nation and commemorates the ratification of the Declaration of Independence. This year especially, we see Independence Day as an opportunity to celebrate our freedoms as Americans and recognize the resilience and innovation that characterized our nation. Millions of Americans gather each year to celebrate the July 4th holiday; most of us enjoy barbeques and watch fireworks with family and friends. Most cities and towns have parades and in all 50 states, the holiday is the marquee date on the summer calendar. Access Holdings research team took the time to analyze the historic trends around this holiday and learn more about our own Access family traditions1. We deployed our survey capabilities and conducted expert interviews to learn more about consumption trends, firework regulations, grilling expertise, and more! We're excited to share our insights into how Americans choose to celebrate Independence Day. (Hint: it's America's top beer-drinking holiday!) 1. The Access family is located across 19 states and is comprised of over 3,000 members 5 Holiday Overview “Stars and Stripes” INDEPENDENCE DAY HISTORY AND TIMELINE ▪ On July 4, 1776, the Continental Congress approved the final wording of the Declaration of Independence. On this date, it was completed, and the handwritten copy was ultimately signed in August. Timeline1 June 12-27, 1776 July 1-4, 1776 Committee appointed Fair copy of Declares to draft a Declaration committee draft is Congress independence as of Independence Thomas read in Congress debates and revises British fleet and army Jefferson’s draft is the declaration arrive reviewed by committee June 11, 1776 June 28, 1776 July 2, 1776 July 9, 1776 July 6, 1776 Signing of the First public reading of Congress adopts the declaration Washington says declaration in Pennsylvania Evening Post declaration of declaration to be Philadelphia prints first newspaper independence read before edition of declaration American army August 2, 1776 July 8, 1776 July 4, 1776 1. US History 7 THE AMERICAN FLAG The American Flag has stood as a symbol of justice and freedom in the United States for more than two hundred and twenty-five years. Below we've broken down the history of our flag, and its meaning. History Today Contrary to popular belief, the origin of the first American Today the flag consists of 13 horizontal stripes, seven red flag is unknown. However, some historians believe it was alternating with six white. The stripes represent the original 13 designed by New Jersey Congressman Francis Hopkinson Colonies and the stars represent the 50 states of the Union. and sewn by Philadelphia seamstress Betsy Ross. There are a few locations where the U.S. flag is flown 24 hours a Between 1777 and 1960 Congress passed several acts that day, by either presidential proclamation or by law, including two changed the shape, design and arrangement of the flag and in Baltimore, Maryland our home state: allowed stars and stripes to be added to reflect the ▪ Fort McHenry admission of each new state. ▪ Flag House Did you know? Each color on the flag has a significant meaning: ▪ On June 14, 1777, the Continental Congress passed an act establishing an official flag for the new nation. The Red signifies hardiness and valor resolution stated: “Resolved, that the flag of the United States be thirteen stripes, alternate red and white; that White signifies purity and innocence the union be thirteen stars, white in a blue field, representing a new constellation.” On Aug. 3, 1949, President Harry S. Truman officially declared June 14 as Blue signifies vigilance, perseverance and justice Flag Day1. 1. PBS 8 INDEPENDENCE DAY IN BALTIMORE A deeper dive into Baltimore’s history surrounding Independence day and local traditions! History ▪ Baltimore is a city rich in history, with a prominent role in the growth of our nation. Most notably, Baltimore is the birthplace of the Star-Spangled Banner, and Mount Vernon’s Washington Monument shares a birthday with the United States – it was first opened on July 4, 1815, exactly 39 years after the Declaration of Independence was signed. ▪ Maryland was one of the thirteen original colonies, coined “The Free State”, and William Paca, Maryland’s third governor was a signer of the Declaration of Independence. The Maryland State House, located in Annapolis, MD, was the nation’s first peace time capitol from 1783 to 1784 and is the oldest state capitol building still in use in the nation! Traditions and Fun Facts ▪ Each year Baltimore’s Inner Harbor hosts a light show, which has been a tradition since 1980! During the light show you can climb on board one of Baltimore’s oldest ships, the USS Constellation to attend their annual Independence Day Deck Party. ▪ Just north of Baltimore, Towson hosts a 4th of July Parade that dates back over 120 years and focuses on honoring American veterans. ▪ Independence day is the earnest beginning of crab season, but also the peak! According to the Baltimore Sun, it’s the biggest weekend of the year for crab sales! ▪ Similar to many states in the Northeast, Maryland does not allow the sale or use of consumer fireworks. 1. The Baltimore Sun 2. The Baltimore Sun 9 THE SPARKS OF INDEPENDENCE DAY – FUN FACTS1 The biggest celebration is There are 33 places in the the Macy's 4th of July United States with the Fireworks show, which word “liberty” in their takes over 8,000 hours to names. prepare! Descendants of people According to Live Science, who signed the Declaration it was seen as unpatriotic of Independence tap the if you kept your business bell, located in open on Independence Philadelphia, Pennsylvania, Day before the Civil War. at 2 p.m. eastern time every 4th of July. The Liberty Bell rings 13 Americans spend over $1 times every Independence billion on fireworks every Day to honor the 13 year. original states. 1. Good Housekeeping 10 GROWTH OF A NATION There were an estimated 2.5 million people living in the new nation in July of 17761. Below is a breakdown if the population of the original 13 colonies and their representation Then & Now Signers Estimated Population* 116th Congress Population Estimates Pennsylvania 9 434,373 18 12,801,989 Virginia 7 747,610 11 8,535,519 Massachusetts 5 378,787 9 6,892,503 New Jersey 5 184,139 12 8,882,190 Connecticut 4 237,946 5 3,565,287 Maryland 4 319,728 8 6,045,860 New York 4 340,210 27 19,453,561 South Carolina 4 249,073 7 5,148,714 Delaware 3 59,094 1 973,764 Georgia 3 82,548 14 10,617,423 New Hampshire 3 141,885 2 1,359,711 North Carolina 3 393,751 13 10,488,084 Rhode Island 2 68,825 2 1,059,361 TOTAL 56 3,637,969 129 95,823,966 *The United States did not conduct its first official census until 1790 –these estimates were cobbled together from a variety of sources 1.US Census Bureau 11 INDEPENDENCE DAY LANDMARKS Across the United States there are hundreds of historic landmarks that pay tribute to our country’s founding. We surveyed our team to see which monuments are the most visited during this holiday! Most Visited Independence Day Landmarks by the ▪ You can’t honor the fourth of July without a tribute to our Access Team Nations capitol. During the fourth of July, Washington DC sees an average of 700,00 visitors to the national mall for their fireworks display2 4% 4% 7% ▪ The National Park Service records 553,000 visitors across 3 35% the national parks during the month of July 9% 10% ▪ The longest Independence Day celebration is held by the 30% city of Philadelphia, with a 16-day long tradition! During 14% 2020 they even offered virtual tours of Independence hall. ▪ The oldest Fourth of July celebration in the United States 27% 27% 33% is held in Bristol, Rhode Island. This celebration is more than 234 years old! ▪ The battle at Fort McHenry was a turning point in the war of 1812. Francis Scott Key was inspired by the battle to write our nations anthem, The Star-Spangled Banner. Fort McHenry The Liberty Bell The National Archives Independence Hall 1. Access Holdings Proprietary Research Data 2. The District 3. National Park Service 12 THE BUSINESS OF INDEPENDENCE DAY MACRO MICRO ▪ ▪ Economy: COVID has severely affected supply chains across the Family: 61% of Americans choose to spend time with their friends and world. Due to this disruption, and consumer fireworks sales family at cookouts and BBQ’s. The second most popular activity was doubling in 2020, the country is experiencing a severe fireworks attending local fireworks and community celebrations. The least popular shortage in 2021. activity is attending a parade. ▪ ▪ Over 95% of all fireworks in the United States are imported Only 83% of Americans reported celebrating Independence Day. from China ▪ Food: According to the National Retail Federation, the average person ▪ Travel - AAA anticipates over 48 million Americans will travel over spends $80.54 on food items for this holiday. 50 miles to celebrate Independence Day this year, which is the ▪ Americans will spend over $727 million just on beef! second highest holiday travel volume on record (2019 being first, ▪ Household Expenditure: The demographic that spends the most money having 49 million) during this holiday are males between 35-44 years of age.