Summer is officially here! Named after the historical Roman statesman Julius Caesar, there’s a lot going on this month: In the U.S., July marks National Grilling, Hot Dog, Ice Cream and Picnic Month. With so many delicious sales opportunities, online shoppers are spoiled for choice. We’ll walk you through some of July’s most significant dates (Hello, July 4th!) and the products people might be on the lookout for.


July 4th: Independence Day (USA)

Independence Day is the birthday celebration of the United States of America the way we know it today.

It commemorates America’s independence from Britain, declaring the U.S. as a free country. On July 4, 1776, the Continental Congress passed the Declaration of Independence of the – at the time – 13 North American colonies from Great Britain.

As a major midsummer U.S. holiday, Independence Day is all about parades, fireworks, concerts and barbecues. Popular décor products to mark the occasion include American flags and banners. When it comes to party foods, you’ll want to make sure to get some hot dogs, burgers, corn on the cob, watermelon and potato salad ready to enjoy.

You may hear patriotic songs at 4th of July parties or concerts, such as “America the Beautiful” and “This Land is Your Land”.

July 14th: Bastille Day (France)

Similarly to the U.S., the French have their own Independence Day (la fête nationale) every year on July 14th. France’s Independence Day is also known as “Bastille Day”. The Bastille was a medieval fortress used as a state prison that represented the harsh rule of the Bourbon monarchy. On July 14, 1789, a mob of French rebels stormed the Bastille and started the French Revolution. In 1880, Bastille Day became an official holiday in France.

To this day, people in France chant “Vive le 14 juillet!” (“Long live the 14th of July!”) at celebratory military parades and speeches.

Fun fact: Not only France celebrates this day, but also some former French colonies, such as French Polynesia.


Party time

Considering how much there is to celebrate in July, it makes perfect sense that party products are in high demand this time of year – that plus the hot weather, of course!

Like June, July is among the most popular months for weddings. But even if no one in your circle is getting married this year, there’s always a reason to celebrate. Family gatherings, such as christenings, as well as company events are often scheduled for July. For retailers, this is a great time to push sales on summer clothing, decorations, food and gifts.


  • a fancy bottle of wine.
  • gift certificates.
  • custom-made merch like calendars, mugs or photo albums.

July is full of adventure, whether you’re off to a destination wedding, a music festival, a camping trip or a weekend getaway. Many people are getting travel-ready, so luggage, camping gear and travel accessories like neck pillows and adapters for overseas travel are sought after right now. Online retailers are also having a hay day when it comes to festival gear and accessories, ranging from, again, camping gear to make-up, boho outfits and tech items like portable chargers.


With Independence Day in the U.S., Bastille Day in France, summer weddings and other celebratory gatherings, July is an absolute party month! That’s also reflected in the types of products people are looking to buy, such as BBQ food and equipment, summer clothes and accessories, (wedding) gifts and camping/travel gear.