Where shoppers are leaning in and pulling back this summer

Summer is a balancing act. Recent survey insights show shoppers plan to be more selective about how they spend their time and money, with an overall shift toward at-home activities. This trend creates new opportunities for brands to become part of everyday routines throughout the season.

The latest 84.51° Consumer Digest reveals what’s motivating the changes in preferences and shares how brands can meet the moment.

The divide: relaxation vs. packing the calendar

There are endless ways to spend summer, but most people fall somewhere between two personas: mindful and maximalist. The former prefers spending summer on their terms, while the latter is quick to say “yes” to memory-making opportunities.

Based on the latest survey data, nearly 2 out of 3 shoppers say they’re looking forward to more close-to-home summer days rather than big trips and experiences(1). In an even wider split, 4 out of 5 respondents said they plan to intentionally leave calendars open rather than packing in activities(2).

What it means: Summer planning is becoming more intentional. Shoppers are recharging and sticking to routines. For brands, it means everyday relevance takes precedence over winning one big occasion. Messaging that supports ease, flexibility, and low-effort enjoyment will resonate in summer 2026.

When cutting back, over 50% of respondents agree on what’s first to go

More than half of shoppers say they’re willing to spend more money during summer to make memories(3). On the other hand, nearly half of survey respondents said high costs and tight budgets are a constraint(4). This tension means that shoppers must cut back on certain types of spending.

A majority of survey respondents (51%) said eating out at restaurants is the first thing to give when looking to save money(5).

What it means: This shift away from eating out amplifies the role brands play in summer meal habits. Reduced restaurant spending creates opportunities to position products as part of a “night in” upgrade, whether that’s through meal solutions, entertaining, or small indulgences.

Rather than simply being a cheaper alternative, brands should focus on helping shoppers reimagine the experiences they’re cutting back on this summer.

Download the Consumer Digest for more summer insights

For brands, summer relevance starts with understanding shifts in shoppers' mindsets. Download the newest edition of the Consumer Digest and discover how to align with consumers’ summer plans and preferences.

Download the full Consumer Digest.

(1) Q: For this question, you will be shown pairs of statements that represent opposite ends of a spectrum. Please read each pair of statements and select the one that best describes your summer mentality. (n=400)

(2) Q: For this question, you will be shown pairs of statements that represent opposite ends of a spectrum. Please read each pair of statements and select the one that best describes your summer mentality. (n=400)

(3) Q: For this question, you will be shown pairs of statements that represent opposite ends of a spectrum. Please read each pair of statements and select the one that best describes your summer mentality. (n=400)

(4) Q: Which of the following may limit what you do this summer? (n=400)[5] Q: When you need to tighten the summer budget, what gives first? (n=400)