Sales of red and blue Independence Day merchandise are white hot.

Retailers say they are benefiting from July 4 falling on a Saturday and cost-conscious consumers returning to backyard parties rather than elaborate getaways.

According to a survey conducted by BIGresearch for the National Retail Federation, 14 percent of consumers planned to purchase patriotic merchandise. Already, 121 million Americans own an American flag, 89 million have patriotic apparel, 58 million own decorations and 25 million have bumper stickers or car decals.

The poll of 8,635 consumers was conducted from June 2-9 and has a margin of error of plus or minus 1 percent.

“With July 4 falling on Saturday this year, many Americans will use the holiday as the perfect excuse to relax with family and friends,” said Phil Rist, executive vice president of strategic initiatives at BIGresearch. “With gas prices on the rise again, some Americans will opt to spend the weekend close to home, taking advantage of neighborhood gatherings and local celebrations.”

Bill Weimer, vice president of Youngston, Ohio-based Phantom Fireworks, said he attributes the growth in his business this year to the rise in home celebrations. Customers are particularly interested in buying aerial repeaters, which create multiple explosions, and reloaders, which are kits containing a mortar tube and six or more separate shells.

Phantom Fireworks has dozens of locations across the country, but none in Texas. He said his sales were 4 percent higher than at this time last year.

The industry “is certainly not immune to the problems caused by the economic crisis. But we are actually experiencing a slight increase because people aren’t buying big-ticket items like a car or a beach vacation,” Weimer said. “But people won’t deny their families small-ticket entertainment like backyard fireworks.”

Patrick Barnes, who works at a public relations firm that represents TNT Fireworks, said officials with the company that has locations in Red Oak, Mansfield and Weatherford were so busy that they couldn’t stop to talk about their sales.

Some retailers said they were profiting from the scaling back of bigger events. Several cities and towns, including Garland and Carrollton, have cut their Independence Day celebrations, ending decades-long traditions.

Other events, like the Trinity River Fiesta in Dallas’ West End and the celebration at Fair Park, are still under way, but at a far more modest scale.

At Michaels, customers were scooping up chili pepper-shaped red, white and blue lights; Uncle Sam hats; patriotic-colored Nerf balls; Uncle Sam dog toys; American flag wind chimes; cardboard cutouts of George Washington and the Statue of Liberty; and sparkly tiaras with “USA” across the top. Patriotic gift wrap, flags, streamers, toothpicks and other party accessories also were on the shelves.

By Thursday afternoon, however, much of the merchandise at the Greenville Avenue store had cleared out.

“Wow. There’s nothing in here,” customer Rebel Webster said. “It’s really slim pickings.”

Michaels cashier Cheryl Wagner said it seemed that the store was far busier this year than last year. “There must be a lot of patriotic people out there,” she said.

Lin Kimmer, president of Party Bazaar on Lovers Lane, said a Saturday holiday denies people the opportunity to extend the weekend.

“Part of what’s good about it being on a Saturday is that people aren’t leaving town. There’s no time to travel,” Kimmer said in attributing his slight bump in sales. “People are always going to party.”