This chapter delves into the consumer behavior and choices surrounding holiday spending during the July 4th period, including expenses on barbecues, travel, and sales opportunities like Amazon Prime Day. It discusses the impact of inflation on market analysis, consumer sentiment reflected in the Consumer Stress Index, and the balance consumers strike between splurging and saving. The chapter also explores the concept of boycotting the holiday for social or political reasons and the counterbalance of patriotic sentiments during events like the Olympics.