Accelerant Research conducted the Memorial Day survey online among a demographically representative sample of 1,984 Americans 18 years of age or older. The vast majority (90%) of American adults are at least aware of why Memorial Day is celebrated. This number is fairly equally distributed amongst military (active/retired) (92%) and non-military (90%) families.
Of the one in 10 Americans who do not know why we celebrate Memorial Day, most identify the holiday as the first day of Summer.
The survey also investigated how Americans plan to spend their time during the holiday weekend. Half of Americans are planning a barbecue/cookout, while one in three plan to visit loved ones and one in five plan to visit a veterans memorial or monument. Here, the presence of military family members has a substantial impact on Memorial Day weekend plans, with 37% of Americans with an active or retired military family members planning to visit veterans memorials, compared to only one in ten Americans without military family members.
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About Accelerant Research:
Accelerant Research (www.AccelerantResearch.com) is an independent, nonpartisan full-service marketing research and consulting firm headquartered in Charlotte, NC, which specializes in customer loyalty, product development, customer satisfaction measurement, modeling, tracking, qualitative research, and brand analytics.