Consumer Digest: Summer Spending and Consumer Values
Welcome to the Consumer Digest Issue 5, our monthly newsletter, where we provide relevant, informative, and actionable insights around consumer trends. Browse the highlights here in our blog or download the full report here.
This month, we’re diving into how the values of retailers and brands impact shopping behavior. We also review how these stated behaviors do or do not play into their planned summer activities and purchases. The outlook is sunny…at least for some!
The heart wants what it wants: Values take center stage
Today's consumers view spending their dollars as a way to support morals and values they are passionate about. Shopping decisions increasingly hinge on whether a brand's values align with shopper’s own beliefs, creating a powerful new dynamic where shoppers spend their dollars with even more purpose and intention.
29% of shoppers are more likely to recommend brands that align with their values. 27% of shoppers are looking for brands that align with their values and give them a sense of pride when purchasing.
Breaking through the noise: How values reach consumers
Having strong values isn't enough; brands must strategically communicate their values to shoppers to create connection. Shoppers say the top way they find out about a company’s values is through advertising, followed by the brand/retailer’s website and word of mouth.
Summer spending: Seasonal shifts and vacation habits
Summer brings changes to purchase habits to match the changes of routine, which looks different to many shoppers. 18% of shoppers claim they’ll shop less in summer than other seasons and 15% claim to shop more. Soups are purchased less often in summer, while fruit and treats like ice cream and popsicles are purchased more.
Shoppers are still shopping on vacation
Despite shoppers typically traveling more in summer, they’re still shopping. Nearly 75% of shoppers will engage in grocery shopping on vacation. Households with children are more Summer brings changes to purchase habits to match the changes of routine, which looks different to many shoppers. 18% of shoppers claim they’ll shop less in summer than other seasons and 15% claim to shop more. Soups are purchased less often in summer, while fruit and treats like ice cream and popsicles are purchased more.
Summer staples: Fresh meets classic
Fresh foods rise to the top of grocery lists with 64% of shoppers planning to purchase seasonal fruits and 47% planning to purchase seasonal veggies. Still, hamburgers and hot dogs top the charts with 67% of shoppers planning to purchase showing consumers’ desire to embrace wellness while maintaining beloved summer traditions.
Where values meet summer traditions
The convergence of values-driven shopping and summer's social nature creates unique opportunities for brand connection. Consumers actively seek brands that reflect their beliefs, while summer's emphasis on gathering, celebrating and sharing amplifies these connections. Summer is an opportunity for brands to convey their values while helping shoppers create meaningful moments, whether at backyard barbecues or vacation destinations.
For strategies on how your brand can activate against our insights, download the full Consumer Digest report.
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