In a national consumer poll on Fourth of July food eating and buying preferences released by Instantly, a consumer insights platform provider, more than 43 percent of respondents named hamburgers their top food choice, compared to hot dogs, which were the second choice at 19 percent.
Consumers indicated that they would like to see more food items with flavors traditionally associated with the Fourth of July, such as apple pie (18 percent), BBQ (24 percent) and cheeseburger (13 percent).
The results also show baked beans (51 percent), corn on the cob (60 percent) and potato salads (61 percent) are Americans' top three favorite side dishes to eat during the holiday.
"Since so many people celebrate the Fourth of July with food, this holiday is huge for brands and retailers," said Andy Jolls, chief marketing officer at Instantly. "Our poll suggests that consumers strongly associate the Fourth with time-honored traditions, so marketers might be better off looking to the past for inspiration rather than going too outside the box."
When asked about the most important factor contributing to their food purchases, 34 percent of respondents said it was following traditions. Thirty-five percent said the biggest factor was getting the most amount of food for the lowest cost. Accordingly, 70 percent said they plan to purchase food items and supplies for the holiday at a Walmart or Target superstore, while only 18 percent said they would shop at a specialty store like Whole Foods or Trader Joe's.
Instantly also looked at travel behaviors for the upcoming holiday. About 50 percent of respondents said they plan on staying within 25 miles of home. Seventy-six percent will stop at a grocery or convenience store on their way to a Fourth of July celebration.
In a time where waistlines are being watched for "swimsuit season," an overwhelming 74 percent of Americans who are dieting or watching what they eat consider the Fourth of July a "cheat" day.
Instantly polled over 1,000 respondents nationwide to dive into Americans' perceptions and behaviors in regard to the Independence Day holiday. To see the complete results of the study, click here.