As Labor Day weekend approaches, Americans are preparing to fire up their grills.
According to Numerator's 2025 Labor Day Intentions report, 64% of U.S. consumers plan to celebrate this year, with grilling or barbecuing topping the list of activities for more than half (57%) of celebrators. Gathering with friends and family follows closely at 56%, underscoring the holiday's blend of food and connection. The report shows celebration intentions are highest among Hispanic Americans (68% selected “will celebrate”), Gen X (66%) and consumers in the Northeast (68%); intentions are lowest among Gen Z and millennials (59%).
When it comes to where consumers make their purchases, the report shows most shoppers will purchase from grocery (56%) or big box stores (48%), especially Midwesterners.
It makes sense, then, that retailers are leaning into the trend. Trader Joe's, for example, recently highlighted creative grilling ideas on its “Inside Trader Joe's” podcast. Beyond the usual burgers and hot dogs, the grocer showcased fresh takes like grilled romaine lettuce, cabbage, zucchini, baby gems, corn ribs and even stone fruit. These unconventional options expand grilling from a protein-heavy tradition into a produce-forward celebration, aligning with consumer desires for both variety and flavor at holiday gatherings.
The connection between consumer intent and retailer strategy is clear: Americans will spend on food and drink for Labor Day, and creative merchandising such as pairing proteins with produce can help retailers capture that basket. As the Numerator data shows, grilling isn't just a Labor Day tradition; it's a sales driver.
