 But hundreds of people in western New York State got their display one day early. Kinesis Lake staging its annual July 3rd fireworks. Americans reaching into their wallets this Independence Day. Nearly 90% of consumers plan to celebrate the 4th of July and will spend an average of $90 on food items. That's according to the National Retail Federation, which has been tracking such information since 2003. Nearly a third of those surveyed plan to buy at least one patriotic item.