Examining What Influences Shoppers' Summer Buying
As soon as school is out and the warm weather hits, consumers' buying habits typically change. Vacation plans, backyard parties and other summer splurges often lead to fuller grocery carts.
But this year, shoppers say they are taking a closer look at how they will spend their time and money, giving brands new opportunities to become part of everyday routines, according to new insights from 84.51°.
The most recent Consumer Digest from retail data science company Kroger Precision Marketing, powered by 84.51°, reveals that shoppers view stability as a top priority for the next few months. More than one-third (36%) of all households say their primary goal is keeping routines running smoothly and staying on top of responsibilities, while a slightly smaller percentage (30%) intend to make as many memories and experiences as possible.
When given the choice, nearly 8 in 10 shoppers identify more with a "mindful summer" mentality than a "summer maximalist" one, preferring low-key days, fewer obligations and more intentional spending.
Budget concerns remain the biggest factor in the choices consumers are making, with 46% saying that's what is limiting their summer plans. Travel costs come into play for 44% of those surveyed, while food and grocery prices are cited by 42% of shoppers.
And while the research suggests that summer spending is becoming more deliberate, the good news for brands is that it isn't disappearing. Instead, shoppers are prioritizing the moments that matter most while looking for ways to simplify everything around them. The study found that 51% of consumers plan to cut back on dining out. Delivery and takeout (39%), travel (35%) and premium grocery purchases (31%) will also see reductions this season.
Summer Entertaining Continues
Even with the shift in consumer mindsets, summer entertaining is still a highlight for many respondents — but they want easier ways to make it happen. Brands that position their products and experiences as low-effort, flexible and in line with everyday life will catch consumers' attention this summer, and often land in their carts.
Among households planning gatherings, many say they'd host more often if it felt less expensive (31%), required less work (26%) or involved more help from guests (21%). Whether offering overall value or summer promotions, brands that can also bring convenience to consumers will unlock more opportunities to be a part of at-home occasions.
Consumers Want Affordability, Ease
The study found that even value-conscious consumers see summer as a time to travel, spend quality time with family and friends, and prioritize wellness — and that hasn't changed. But shoppers will pay more attention to products that offer affordability, multi-use value or stress-reduction as they look to cut spending where they can, while creating memorable summer experiences.
The Fourth of July Gatherings
Ninety-two percent of shoppers plan to celebrate the July 4th holiday, with most saying they'll attend or host a cookout or barbecue. The holiday remains the season's most important food-centered occasion, giving brands a reason to promote the time, especially with more investments centered around this year's 250th anniversary celebrations.
