Fourth of July Countdown Activation Plan for Business Owners 2023

Fourth of July Countdown Activation Plan for Business Owners 2023

The Fourth of July (United States' Independence Day) is a major holiday that celebrates the nation's independence and freedom. At the same time, this event is a capitalization opportunity for businesses of all sizes because of the large spending demand. 

As the fourth of July countdown begins, let’s take a look at some of the striking statistics of Americans during this holiday: the average amount people spend on food this holiday has been rising in recent years, at a whopping $80.54 per person; 61% of people put money towards hosting or attending a cookout, barbeque, or picnic; 86% of people planned to celebrate this event in 2021 and 26% of them wanted to purchase patriotic items. 

As a business owner, preparing ahead will help you navigate through this busy time and prevent costly mistakes. Whether you operate a retail store, restaurant, or online business, our 30-day countdown activation plan definitely has something for you to help secure this Independence Day.

Check out our Independence Day video here: 



Origin of the Fourth of July 

The Fourth of July

The origin of the holiday can be traced back to July 4, 1776. It is when the Continental Congress adopted the Declaration of Independence, a piece of historical document written by Thomas Jefferson that announced 13 colonies in America to be free from British rule and become independent states. This significant event is a turning point in American history and has laid the foundation for American politics and democracy. 

The first Fourth of July celebration was held in Philadelphia in 1777, with firework displays and parades as part of the festivities. The holiday quickly gained popularity, and by the early 19th century, it had become a nationwide celebration and one of the most anticipated events of the year. 

Today, the Fourth of July remains a significant event in American culture, as it’s a symbol of freedom, patriotism, and American values. The majority of Americans celebrate this event by watching fireworks, attending parades, and having barbecues with family and friends.

How many days until Independence Day?

81 Days
81 Hours
81 Minutes
81 Seconds

In 2023, the Fourth of July is on Tuesday. Just like any public holiday, people in the United States will get a day off work and school will be closed. 

There are some public activities to celebrate this holiday: 

  • Community parades
  • Fireworks displays
  • Live music concerts
  • Outdoor festivals with food and craft vendors
  • Patriotic-themed races or fun runs
  • Picnics in local parks
  • Family-friendly activities such as face painting, games, and bouncy houses.

public activities

Photo by Stephanie McCabe

As business owners, this is a great occasion to attract new customers, boost sales, and earn extra income due to the “holiday spirit” of customers that encourages them to splurge. 

Countdown activation plan for merchants to celebrate the 4th of July

Countdown activation plan for merchants

Photo by Shopify Partners

30 Days before the event

  • Set up promotions and discounts 
    • Think of offering discounts on your popular products or bundling items for a cheaper price. This is also a great way to get rid of items with slow sales
    • Promotions could include free samples with purchase, limited-time offers, or buy-one-get-one deals.

Shoe store named L’Amour Des Pieds released their 4th of July sale quite early, as early as May.

L’Amour Des Pieds

  • Create on themed marketing materials 
    • Complete a distinctive visual identity for your Fourth of July promotions by using patriotic colors, imagery, and messaging. A study by Forbes indicates that having consistent branding on all channels can help your business increase revenue by 23%
    • Popular colors to use: red, white and blue
    • Popular symbols to use: Uncle Sam, White stripes, The flag, Stars, Fireworks
    • Publications to think of: themed email templates, decorated websites, social media posts, packaging and flyers for in-store promotions. 
    • Easy-to-use tools we recommend: Canva, Figma, and Fotor 

4th of July themed website banner by Party City - a party supplies store:

 Party City

  • Plan and scheduling social media posts 
    • Define your business objectives and goals for the event and then plan your social media accordingly 
    • Plan a social media calendar in advance to ensure that you are posting consistently and on-brand
    • Utilize a wide variety of content formats (posts, reels, stories) and strategies (changing your social media profiles images, adding 4th of July themed frames, setting up giveaways,...) to reach a wider audience 
    • Use relevant hashtags to increase visibility and engagement.

We recommend using Meta Business Suite to mass produce and schedule your posts on Facebook and Instagram with their Best times feature, suggesting you time slots with highest traffic.

Meta Business Suite

Photo by Austin Distel

14 Days before the event

  • Test website performance and mobile-friendliness 
    • Use tools like Google's PageSpeed Insights and Mobile-Friendly Test to measure your page’s health and optimize your website for speed and mobile responsiveness
    • Add features like auto-fill and guest checkout to streamline the purchasing process
    • Test all payment methods to ensure they’re all working properly with no errors 
    • Consider switching to a new theme for better loading speed and visual storytelling. Check out our in-depth review of Blum - a mobile-first theme designed for the clothing and beauty niche 

the Blum theme

Photo by Blum

  • Prepare for increased traffic and customer inquiries
    • Consider hiring temporary staff for this event to deal with increased traffic and orders. Staff should help you fill in repetitive tasks such as checking orders, wrapping, and sending packages rather than frontline positions 
    • Consider asking staff to work extra hours with a bonus, preferably with meals or a stipend for food included to fulfill orders and influx of customers 
    • Train your team to provide excellent customer service, including handling complaints and addressing questions promptly as 89% of customers are more likely to make a purchase after receiving decent support.
  • Coordinate with the team to ensure everyone is on the same page 
    • Set up checkpoint meetings with the team to ensure everyone is on the same page
    • Utilize project management tools like Trello or Asana to assign tasks and monitor progress
    • Establish clear deadlines and expected outcomes for each task to keep the team focused and accountable
    • Share management into a few people in charge instead of one person to reduce stress and improve efficiency
  • Create an FAQ page on your website to answer common questions and reduce the volume of inquiries. Our guide on PageFly Academy can assist you with this process. 

7 Days before the event

  • Finalize promotions and marketing materials 
    • Review and ensure that all promotional materials are completed, including website, social media posts, email triggering, in-store displays, and advertising. Updating a website can be time-consuming, we recommend using PageFlys templates to help you create holiday-themed pages in no time. With more than 100 templates, you can easily find one that suits your business niche and style
    • Double-check that your messaging is consistent and aligns with your brand across all channels
    • Conduct thorough proofreading to avoid any grammatical errors or typos before posting and printing
    • Prepare a detailed schedule for launching each promotional element to maximize its impact 
    • Reflect your campaign performance based on the percentage achievement of the predefined key performance indicators 
  • Double-check inventory and shipping timelines
    • Double-check inventory levels to ensure all products are in stock and accurately reflected on your website.
    • Utilize inventory management software to track and manage inventory effectively.
    • Perform manual checks on random orders to validate inventory accuracy.
    • Confirm shipping timelines with your carriers to guarantee timely delivery of orders.
    • Consider offering expedited shipping options for customers who need their orders quickly.

It’s always wise to have a backup plan in place in case of any unforeseen inventory or shipping issues.


Photo by Claudio Schwarz

  • Prepare customer service for increased inquiries
    • Train your customer service team to effectively handle and address increased inquiries and complaints.
    • Provide your team with comprehensive knowledge about your 4th of July promotions, products, payment, shipping, and refund policies.
    • Develop clear guidelines and protocols for handling various customer scenarios.
    • Regularly monitor customer service channels and provide timely responses to inquiries and concerns.

4 Days before the event

  • Send reminder emails to subscribers and customers 
    • Craft and send reminder emails to your subscribers and customers, highlighting the Fourth of July promotions and important deadlines.
    • Utilize a countdown clock on your website or social media platforms can create a sense of urgency and anticipation among your audience. With PageFly, you can drag and drop the countdown timer element into your pages easily, all without coding.
    • Announce the last day of the promotion and the deadline for placing orders to create a sense of urgency.
    • Include estimated shipping times to manage customer expectations regarding delivery.
    • Consider offering additional options such as self-pick-up or 24-hour delivery (with an added cost) for rush orders to accommodate customers with urgent needs.
    • Monitor email engagement and follow up with customers who have shown interest but haven't made a purchase.

follow up with customers

Photo by Pixabay

During the last few days before the event, create a FOMO effect to encourage them to make last-minute purchases. 

  • Check shipping and delivery timelines
    • Check shipping and delivery timelines by following up with carriers to track the progress of each package.
    • Watch any potential delays or issues and proactively communicate with customers if there are any changes to their delivery timelines.
    • Send follow-up emails or notifications to customers to provide updates and remind them of the impending arrival of their package.
    • Prioritize pending orders and expedite their processing and shipment if necessary to ensure timely delivery.
    • Regularly monitor and address any customer inquiries or concerns related to shipping and delivery
  • Ensure all promotions and discounts are set up correctly 
    • Test the functionality of discount codes, ensuring they are applied correctly during the checkout process.
    • Review product pricing and ensure that any promotional prices are reflected accurately.
    • Verify that all promotional banners and messaging on your website or other marketing channels are displaying the correct information.
    • Conduct a thorough review of your checkout process to ensure that any applicable discounts are being properly applied to customer orders
    • Make sure to test on different browsers and devices to identify bugs 

Day of the event

  • Monitor website and social media activity 
    • Monitor website and social media activity regularly throughout the day to ensure smooth functioning and identify any issues promptly.
    • Respond to inquiries, comments, and complaints from customers promptly, providing helpful and courteous assistance.
    • Engage with customers by creating new posts and reposting user-generated content to showcase customer experiences and generate excitement.
    • Encourage customers to share their Fourth of July experiences by using specific hashtags and offering incentives for sharing.
    • Analyze social media metrics to gain insights and make adjustments to your content strategy as needed.
  • Respond to customer inquiries in a timely manner
    • Deliver exceptional customer service by promptly responding to inquiries and complaints.
    • Utilize chatbots or automated responses to acknowledge customer inquiries, ensuring that customers know their message has been received.
    • Follow up with personalized responses as soon as possible to address the specific needs and concerns of each customer.
    • Prioritize urgent or time-sensitive inquiries to provide timely resolutions.
    • Train customer service representatives to handle a wide range of customer issues effectively and with empathy.
    • Regularly review and analyze customer feedback to identify opportunities for improvement and enhance the overall customer experience.

Popular products to sell on Independence Day

When it comes to the 4th of July holiday, there are several popular products that can be a hit among consumers. Here are some profitable product ideas to consider for your business during this festive time:

Patriotic clothing and accessories

  • Offering a range of patriotic clothing and accessories is a surefire way to capture the spirit of the holiday. 
  • T-shirts, hats, sunglasses, and other apparel adorned with American flag designs or patriotic messages are highly sought-after items.

The Willow Tree Boutique

Photo by The Willow Tree Boutique

You can either produce your own products or rely on print on demand method to sell patriotic clothing. 

Outdoor and backyard games

  • With many people celebrating Independence Day outdoors, selling popular outdoor games can be a lucrative venture. 
  • Consider stocking up on games like cornhole, frisbee, ladder toss, and other lawn games that appeal to both children and adults.

Grilling and barbecue supplies

  • The Fourth of July is synonymous with hosting barbecues and grilling parties for friends and family
  • Take advantage of this by offering a selection of grilling tools, barbecue sauces, marinades, rubs, and other supplies that enhance the outdoor cooking experience.


Photo by Halo

Decorations and party supplies

  • Many individuals and families love hosting Independence Day parties and gatherings. Providing decorations and party supplies can be a profitable niche. 
  • Stock up on banners, balloons, tableware, and other festive decor items to help customers create a vibrant patriotic atmosphere.

Gradin Road

Photo by Gradin Road

American flag-themed products:

  • American flag-themed products always have high demand during the Fourth of July holiday because of their symbolism 
  • Consider offering a variety of items featuring the iconic flag design, such as beach towels, blankets, pillows, and other accessories that allow customers to display their national pride.

American flag-themed products

Photo by Zazzle

Remember to consider your target audience and what products they may be interested in purchasing during the Fourth of July holiday. Additionally, it's important to price products competitively while maintaining a healthy profit margin.

Potential errors that merchants can make on the Independence Day

To ensure a successful Fourth of July holiday sale, it's crucial to address and avoid potential pitfalls that can hinder your business. Here are some common mistakes to prevent:

Not preparing early enough

  • Failing to prepare in advance for the Fourth of July holiday can result in missed opportunities and lost revenue. 
  • Start planning your inventory, promotions, and marketing strategies well ahead of time to capitalize on the holiday rush days.

Offering inadequate promotions or discounts

  • Customers expect enticing deals during holiday sales. Not offering competitive discounts or promotions can lead to low sales and negative customer feedback. 
  • Research your competitors' offerings and design attractive promotions that align with customer expectations.

Poor website performance

  • A slow or unresponsive website during a holiday sale can frustrate customers and drive them to competitors. A striking 94% of users would leave a website because of poor design and 
  • Optimize your website's performance, ensure quick loading times, and conduct thorough testing to handle increased traffic and transactions.

Not responsive website 

  • Sales from mobile devices accounted for 71% of purchases, stating having a responsive website is a must for business owners to secure more sales and smooth user experience 
  • Not having a responsive website will cause customers to lose interest when browsing your products on their mobile devices and see out-of-scale images and slow loading speed. With PageFly, you can build fully customized and responsive websites for your store. 

Inconsistent messaging and branding

  • Inconsistent messaging or branding can confuse customers and erode their trust. 
  • Maintain a consistent brand voice, imagery, and messaging across all marketing channels to reinforce brand recognition and create a cohesive customer experience. . 

Lack of inventory

  • Running out of stock for popular products can result in missed sales opportunities and disappointment among customers. We have a guide to help retailers cope with out of stock issue, don’t forget to check it here to get helpful tips.
  • Conduct demand forecasting, monitor inventory levels closely, and restock popular items to meet customer demand.

Shipping delays

  • Failing to ship orders on time can lead to negative customer feedback and lost sales. Since 62% of customers who chose freeshipping options expect to receive their orders within a 3-day window, you should work with your carriers to commit to this deadline. 
  • Establish efficient order fulfillment processes, work closely with shipping carriers, and provide clear communication to ensure timely deliveries.

Poor customer service

  • Inadequate customer service during a holiday sale can result in frustrated customers, negative reviews, and a bad reputation for your business. In fact, 33% of consumers would consider switching to competitors right after poor quality service. 
  • Train your customer service team to handle increased inquiries promptly and provide exceptional support throughout the buying process

Not tracking sales and performance

  • Failing to track sales and performance during a holiday sale prevents you from identifying areas for improvement and future growth. 
  • Monitor key performance metrics, analyze customer behavior, and gather feedback to make data-driven decisions for future sales strategies.


In summary, having a countdown plan for online businesses carries significant importance for successful holiday sales. By recapping the key elements of the countdown plan, we've highlighted the crucial steps for online business owners to take in order to maximize their success during this festive season.

Additionally, we encourage merchants to review their Independence Day campaigns once the holiday is over. Analyzing the results, customer feedback, and sales performance provides valuable insights that can inform future strategies and improvements. Continuous evaluation and learning from each holiday season contribute to long-term growth and success.

Lastly, it's never too early to start preparing for future holidays. By planning well in advance, online business owners can stay ahead of the competition, secure the necessary inventory, and craft compelling promotions and marketing campaigns that resonate with their target audience.

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