The Impacts of July 4th Through the Lens of Business Acumen


The first half of the year is over! The results are in the books and it’s time for many businesses to turn their attention to the second half of the year and beyond including initial planning for 2024.

Most people in the United States are going to relax, have a barbecue, do some binge-watching ofbusiness-acumen-july-4th some great shows on their favorite streaming service, and maybe do a little preparation for returning to work next week.

For your reading pleasure and to help the continuous process of building and strengthening the business acumen skills of our more than 10,000 subscribers, Advantexe is pleased to share some business impacts of the holiday through the lens of business acumen. Much like we teach in our business simulation-centric learning programs, we present perspectives around the business levers that can be pulled and then share insights into the impacts of those levers. Be safe and enjoy!

Business Acumen Element

Business Acumen Impacts

Retail and Consumer Goods:

The global economy has turned into a consumer-driven economy. This is different than just a few decades ago when it was a manufacturing-driven, labor-oriented jobs-driven economy. In order for the economy to grow at a greater rate of inflation, US holidays like the 4th of July are critical. The 4th of July sparks a surge in consumer spending as people prepare for celebrations, barbecues, family gatherings, and travel (see below).

  • Increased revenue growth
  •  Higher spending on promotional expenses (traditional marketing, digital marketing, etc.)
  • More price discounting that affects gross margins
  • Higher expectations on supply chain
  • More stress on the labor market both traditional in-person and remote

Travel and Tourism:

The travel industry is making its comeback. Many reliable sources like the Wall Street Journal are reporting that we have finally hit the resurgence. The 4th of July weekend is a popular time for travel and tourism. Many people take advantage of the extended holiday to embark on vacations, visit family and friends, or explore new destinations.

  •  Increased consumer spending
  • Higher revenue for hotels, restaurants, and resorts
  • Increased demand for service support
  • More stress on the labor market can negatively impact the perception of the travel experience if the service is poor

Service Industry:

The service industry is still in disarray. Most cities around the world report that this is still an area of concern and many restaurants, bars, retail stores, and other service-dependent activities are struggling to find and retain any level of talent. There is an opportunity for restaurants, bars, and entertainment venues to experience a significant boost in business during the 4th weekend.

  • Increased revenue from dining out, attending live music performances, and watching fireworks displays
  •  Increased marketing spend on promotions and discounts to build awareness
  • Increased expenses and cost of goods sold
  • More stress on the labor market can negatively impact the perception of the travel experience if the service is poor

Advertising and Marketing:

If you follow the news about Advertising and Marketing, you know that geopolitical turmoil has roiled the marketing industry and several traditional markets like beer which is a core driver of spending during holidays. The 4th of July presents a prime opportunity for businesses to rethink their strategies, test new campaigns, and run targeted advertising and marketing promotions.

  • Increased spending leveraging patriotic themes to create brand awareness, promote special offers, and engage with their audience
  • Improved revenue and cash flow
  • Improved sales pipelines and funnels
  • Bring back lost consumers

Product Launch:

While CEOs, CFOs, and investors love “organic sales growth” – the number of increased revenues from existing products and services – they also know the future of their revenues relies on new product launches. Traditionally, the July 4th weekend means summer is in full bloom and it’s a great time to launch new products and start to gain awareness for the fall and back-to-school season that evolves into the Christmas season where significant revenues come from and can make or break a year.

  • Increased revenue from new products
  • The increased cost of goods sold and investments to bring new products to market
  • Increased marketing and sales expenses to build awareness and drive new business


Any blog post on business acumen must include some mention of sustainability. In this case, sustainability means having purposeful strategies to reduce the carbon footprint and continue to drive more recycling and other activities to support a healthier planet. July 4 is now a premiere time of year to continue to drive home the sustainability story.

  • Increased investments in the sustainability messaging
  • Increased investments in sustainable packaging and transportation of consumer goods
  • Increased revenues for environmentally friendly products, foods, and activities

In summary, the 4th of July has a significant impact on various sectors of the economy. From retail and hospitality to tourism and entertainment, businesses experience increased demand, sales, expense management, higher and lower costs, cash flow fluctuations, and customer engagement during this holiday. By building business acumen skills, you can better understand the effects of capitalizing on holidays and events by aligning offerings with the needs and preferences of consumers presented by holidays.

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Jim Brodo

About The Author

Jim is an award winning marketing executive with a proven background in driving pipeline value and revenue creation