Majority of Americans say Memorial Day has lost its meaning, new poll finds

As Memorial Day approaches, a new survey reveals that many Americans are reflecting on the holiday’s true significance. 

While traditional celebrations like cookouts remain popular, there’s a growing sentiment that the day has strayed from its original purpose of honoring fallen military members.

Perceptions of Memorial Day’s Meaning

The backstory:

According to a recent survey by Savanta, a global data, market research, and advisory company, 52% of Americans believe Memorial Day has lost its original meaning. 

Despite this, 60% still associate the holiday with honoring those who have died in military service, and 40% express excitement about commemorating its true purpose this year. 

Additionally, 62% feel that Memorial Day continues to unite people across different backgrounds and beliefs.

What they're saying:

Mahima Yadav, a research analyst at Savanta, noted, "Like many traditions, Memorial Day is evolving. But even as interpretations shift, most Americans still want to feel that it stands for something real. It’s not just about how we spend the weekend. It’s about how we honor what connects us."

Generational and Regional Differences

Dig deeper:

The survey highlights significant generational and regional variations in how Memorial Day is perceived. Only 48% of Gen Z respondents (ages 18-27) primarily associate the holiday with remembrance, compared to 76% of Baby Boomers (ages 60 and above). Regionally, 63% of individuals in the South view Memorial Day as a time for remembrance, while only 48% in the Northeast share this perspective. 

Financial Considerations Impact Celebrations

By the numbers:

Traditional foods like burgers (61%), hot dogs (50%), and potato salad (46%) remain staples of Memorial Day gatherings. 

However, financial concerns are influencing how Americans plan to celebrate. Only 22% feel financially optimistic heading into summer, and 27% are focusing on essential spending. 

Among those planning to travel (24% of respondents), 45% intend to stay with friends or family to save on accommodation costs, and dining plans are nearly evenly split between eating out (48%) and dining in (47%). 

Consumer Expectations for Brands

The survey also indicates a shift in consumer expectations regarding Memorial Day promotions. Over half (51%) prefer that retailers donate a portion of sales to veterans instead of offering traditional discounts. 

Furthermore, 64% are more likely to support veteran-owned businesses, and 48% believe brands and influencers should remain silent on Memorial Day unless they are actively acknowledging the military.