Labor Day Advertising Is Way Up—but Americans Aren't Planning to Shop Much

New survey shows consumers won't be as likely to take advantage of this year's sales

Back in 1894, when Labor Day was a new idea, this federal holiday centered on parades to salute “the strength and esprit de corps of the trade and labor organizations” of the country, according to the Department of Labor.

But times have changed. The 35% of Americans who belonged to unions in 1950—the height of their power—has since fallen to about 10%. These days, the first Monday in September is more about going to a barbecue, spreading a towel at the beach or hitting retailers to take advantage of Labor Day sales.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in