Random thoughts of July 4th

As we are poised to celebrate Independence Day, there’s much to think about.  New research from the National Retail Federation predicts that consumers will spend $6.6 billion on food to celebrate the federal holiday.

Other purchases are also up, they believe: “156 million consumers — or 64.4% who plan to celebrate the day — will mark the day by attending a cookout, picnic or barbecue. Per-household food spending is expected to reach $71.23, an increase from last year’s $68.16. And 30% intend to buy clothing or decorations to get in the red, white and blue spirit.”

Good news for all marketers, because when spending is up, spending is up. On the insurance side of things—major turn signal, we know—letters are going out now from national insurers such as Aetna, who are already notifying thousands of individual members that their plans will be discontinued, again. Unusual timing, just ahead of the holiday, when many are on vacation. Hmm.

We believe this is good news for Blues plans in states where these national carriers are no longer playing—including Pennsylvania. Independence and Highmark should plan their acquisition attacks accordingly.

Happy and safe celebrating.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn


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