{"id":5264,"date":"2015-06-26T04:14:27","date_gmt":"2015-06-26T11:14:27","guid":{"rendered":"http:\/\/www.esri.com\/about\/newsroom\/insider\/?p=5264"},"modified":"2015-06-26T04:14:27","modified_gmt":"2015-06-26T11:14:27","slug":"what-do-americans-do-on-the-fourth-of-july-weekend","status":"publish","type":"insider","link":"https:\/\/www.esri.com\/about\/newsroom\/insider\/what-do-americans-do-on-the-fourth-of-july-weekend","title":{"rendered":"What Do Americans Do on the Fourth of July Weekend?"},"content":{"rendered":"<p><strong><em>They get outdoors, fire up the grill, find great sales, and watch fireworks, presenting a great opportunity for US businesses.<\/em> <\/strong><br \/>\nThe Fourth of July weekend is a popular weekend for families to start celebrating summer. Many families go hiking, camping, picnicking, hit the beach, grill outdoors, snag the best shopping deals and discounts, and see fireworks. Businesses that attract people\u2019s attention and provide the must-haves for these summer activities often see an increase in business. But how do you get the attention of a busy shopper on the go, who is already bombarded with deals and offers before summer even starts? You need data intelligence to learn more about people\u2019s behaviors and lifestyle choices so you can send the right deal at the right time. You need to answer questions such as: Where are the outdoorsy people? Where do the consumers live who spend the most on grilling essentials? Where are the best ZIP codes to target for direct mail coupons? Using <a href=\"http:\/\/www.esri.com\/software\/bao\/data-and-reports?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">Esri\u2019s demographics and lifestyles data<\/a> in <a href=\"http:\/\/www.esri.com\/software\/bao?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">Business Analyst Online<\/a>, you can easily and quickly answer these questions. Let\u2019s take a look:<!--more--><br \/>\n<strong>Where are the outdoorsy people?                                                      <\/strong><br \/>\nUsing <a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/market-potential.htm?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Article\" target=\"_blank\">market potential data<\/a> variables in <a href=\"http:\/\/www.esri.com\/software\/bao?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">Business Analyst Online<\/a>, you can find people who are most likely to go hiking or camping, or go to the beach and quickly see where the most outdoorsy people are located in the US. For example, approximately 18% of the adult population in Fulton and Perry Counties in Greater Philadelphia went on at least one overnight camping trip in the last 12 months compared to 13.5% in the state of Pennsylvania overall.<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Outdoorsy-People.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5265\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Outdoorsy-People.jpg\" alt=\"\" width=\"959\" height=\"919\" \/><\/a><br \/>\nIf your business offers products related to outdoor activities, you can select an area that you want to target and run a Tapestry Segmentation report. This will give you insights into the consumer profile for your target market. For example, the top most Tapestry segmentation profile for multiple counties around Greater Philadelphia, where residents are interested in pursuing outdoor activities, is mainly <a href=\"http:\/\/downloads.esri.com\/esri_content_doc\/dbl\/us\/tapestry\/segment18.pdf\" target=\"_blank\"><em>GenXurban<\/em><\/a>. These families are practical suburbanites who own homes, may be two-income married couples approaching retirement age; they are comfortable in their jobs and homes, and have the resources to support their children through school and college.<br \/>\n<strong>Where are the people who spend more than the US average on grilling essentials?<\/strong><br \/>\nUsing <a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/consumer-spending.htm?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">consumer spending data<\/a> variables in <a href=\"http:\/\/www.esri.com\/software\/bao?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">Business Analyst Online<\/a>, you can find areas where households spend more than the US average on grilling essentials such as hamburgers, frankfurters, condiments, sauces, and potato chips. For example, households in Loudoun County, Virginia spend about $62 on hot dogs and $370 on condiments and sauces per year as compared to State of Virginia\u2019s average of $39 and $226 respectively.<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/People-Who-Spend-More-on-Grilling-Essentials.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-5268\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/People-Who-Spend-More-on-Grilling-Essentials-1024x586.jpg\" alt=\"\" width=\"640\" height=\"366\" \/><\/a>Notice that people near the beach such as the California coast tend to grill more than people in other areas.<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/California-Counties.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5269\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/California-Counties.jpg\" alt=\"\" width=\"993\" height=\"817\" \/><\/a><br \/>\nThe data also shows that people in California\u2019s Bay Area spend approximately 26% more on grilling essentials than Southern Californians.  Surprising, considering the average Bay Area summer temperatures compared to southern California.<br \/>\n<strong>Which zip codes can I target to send direct mail coupons?<\/strong><br \/>\nShopaholics love Fourth of July sales. To find out where these consumers are located, you can pinpoint areas with <a href=\"http:\/\/www.esri.com\/software\/bao?utm_source=EsriInsider&amp;utm_medium=FourthJulyArticle&amp;utm_campaign=EsriDataTier1Articles\" target=\"_blank\">Business Analyst Online<\/a> using the variables on consumers who might go shopping, are likely to use coupons, and spend more than the US average on apparel and retail goods. For example, in Elbert County, Colorado, the average yearly spending per household on <a href=\"http:\/\/www.bls.gov\/cex\/csxgloss.htm#apparel\" target=\"_blank\">Apparel and Services<\/a> is about $3,183 and 57% of the adult population are likely to use coupons. In New York County, NY the average yearly spending is higher ($3, 846) but the percent of adults likely to use coupons is lower (35%).<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Shopaholics.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-5270\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Shopaholics-1024x582.jpg\" alt=\"\" width=\"640\" height=\"363\" \/><\/a><br \/>\nAs you drill down in your target market, you can identify the top 20 zip codes that could be good choices for your direct mail coupon offering.<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/To-20-Zip-Codes.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-5271\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/To-20-Zip-Codes-1024x485.jpg\" alt=\"\" width=\"640\" height=\"303\" \/><\/a><br \/>\nFinally, if you are most interested in lighting up your own fireworks this Fourth of July, make sure that it\u2019s legal in your state!<br \/>\n<a href=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Fireworks-Regulations.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-5272\" src=\"http:\/\/www.esri.com\/about\/newsroom\/app\/uploads\/files\/2015\/06\/Fireworks-Regulations-1024x541.jpg\" alt=\"\" width=\"640\" height=\"338\" \/><\/a><br \/>\nHappy Fourth of July!<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[10862],"tags":[],"class_list":["post-5264","insider","type-insider","status-publish","format-standard","hentry","category-esri"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Do Americans Do on the Fourth of July Weekend?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/about\/newsroom\/insider\/what-do-americans-do-on-the-fourth-of-july-weekend\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Do Americans Do on the Fourth of July Weekend?\" \/>\n<meta property=\"og:description\" content=\"They get outdoors, fire up the grill, find great sales, and watch fireworks, presenting a great opportunity for US businesses. 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