It is the fourth of July I time when Americans love to shop. In fact Politicians are encouraging them to shop. But what are they really doing this 4th of July? They are barbecuing rather than shopping! The average American will spend $191 on the celebration, down from $216 last year according to research carried out by the national retail Federation and Visa. Half of those surveyed will watch fireworks and 68% will barbecue, the highest it has ever been. The trend is ‘COMMUNITY”. Why? Americans are disconnecting with the political system and techo relationships. This is another example of the ‘experience’ being more important that the product.