Vacation Mode: How Consumer Behavior Shifts During Summer and What That Means for Insights

Ah, summer. The season of sunshine, spontaneous plans, and sipping something cold in the garden. As the days get longer, so does the list of activities - whether it’s traveling abroad, embracing a staycation, or simply firing up the BBQ for a get-together. Consumers are in exploring mode, open to new experiences, and making the most of the season.

But with all this fun comes a few headaches - budget worries, keeping the kids entertained, and the looming return to routine. So, what does this shift in consumer behavior mean for insights teams? Let’s dive in.

Summer – A Season of Celebration (and Spending!)

From Father’s Day to bank holidays and major sporting events like the Euros and Olympics, summer is packed with reasons to gather and celebrate.

These moments present huge opportunities for brands - consumers actively seek inspiration on how to enhance their experiences, whether that’s discovering new drinks for summer BBQs, finding fun ways to entertain the kids, or upgrading their outdoor spaces.

This openness means brands have a unique window to introduce new products and seasonal marketing campaigns that align with summer behaviors. Think about how retailers and FMCG brands launch limited-edition summer flavors, holiday bundles, or outdoor dining ranges. The demand is there – but capturing attention requires messaging at the right time.

Insights tip: brands should track what themes and products resonate during the summer, as these trends can inform future seasonal campaigns and long-term product development.

The Cost Conundrum

Let’s be real - summer can be expensive. Travel, entertainment, and hosting all add up. Many families often rotate between staycations and holidays abroad to manage expenses, while searching for budget-friendly activities to keep the kids entertained.

In recent years, consumers are leaning on retailers to provide inspiration for plans and activities – whether for affordable outings, easy hosting tips, or creative ways to celebrate. With rising living costs, many households have been:

• Opting for “experience over expense” – prioritizing memorable moments over extravagant purchases.
• Seeking out deals and offers – using discount apps, loyalty schemes, and cash back programs to make summer spending more manageable.
• Alternating between indulgence and frugality – splurging on certain experiences (e.g., a family day out) while cutting back elsewhere (e.g., home-cooked meals instead of dining out).

Brands that help customers find value without sacrificing experience will win their loyalty.

Insights tip: research teams should dig deeper into changing spending priorities and understand how consumers balance indulgence and budgeting. This can help brands tailor offers, messaging, and product positioning accordingly.

All Good Things Come to an End

As August rolls into September, the mindset shift can be felt in the air. Darker nights and routines return. And so does a more practical, planning-focused consumer mindset.

• Impulse spending drops
• Consumers become more budget-conscious
• Focus shifts toward autumn essentials – from school supplies to wardrobe updates and cozy home products

For brands, this is a critical transition period. Understanding how customer needs and priorities evolve post-summer can help businesses tailor new product launches, loyalty incentives, and marketing campaigns to keep engagement high.

Insights tip: analyzing post-summer behavioral shifts can inform long-term customer retention strategies. Those who keep consumers engaged beyond the summer peak will be better positioned for year-round success.

What This Means for Insight Teams

Summer Signals Future Trends

Summer habits can reveal patterns that extend into autumn and beyond, helping brands stay ahead of evolving consumer needs and refine seasonal strategies.

For example, if plant-based BBQ foods saw a surge in demand, this might indicate growing interest in plant-based diets year-round. If travelers opted for staycations over international trips, it could suggest an opportunity for domestic tourism brands to capture long-term loyalty.

Survey fatigue? Time to Get Creative

Response rates may drop as consumers go on holiday, making traditional surveys less effective. Mobile-friendly surveys, quick-turnaround insights, and social listening can keep engagement high. Using tools such as AI interviewing, where consumers can answer questions in their own time, might be useful in these periods.

Using the Quiet Period to Innovate

If engagement slows, it’s an opportunity to experiment with new methodologies, test engagement techniques, and refine analysis strategies. Brands that use summer downtime strategically can gain a competitive edge heading into autumn.

The Takeaway

Summer is more than just a seasonal shift – it’s a consumer mindset shift. They spend differently, plan differently, and interact with brands differently. Brands that recognize changing behaviors, adapt their research methods, and plan ahead for post-summer transitions will be better positioned for success as we move into autumn.

So, grab your insights toolkit, soak up the trends, and make the most of vacation mode.