Summer is warm, soft air, bright blue skies within reach, long, lazy days and evenings smelling of barbecued meat and holiday carefree, followed by the silence of the night punctuated only by the singing of crickets in the grass. Unfortunately, it doesn't last long. The most beautiful time of the year is as fleeting as a dewdrop that evaporates in a moment on hot asphalt. That's why we need to make the most of the summer season. People tend to be more open and receptive to new experiences in the summer - travelling, barbecues, relaxing and shopping. They actively seek out new products and inspiration for summer moments, giving brands the space to introduce innovations or summer limited editions.
Summer consumer behaviour
So the demand is there. But capturing attention requires the right timing of the advertising message. Brands should monitor what themes and products resonate during the summer, as these trends can inform future seasonal campaigns and long-term product development. Making the most of the summer season isn't exactly easy. What is the summer mode of today's consumers?
- They favour experiences over spending - extraordinary moments are more important to them than extravagant purchases. Brands that help customers find value without sacrificing experiences will earn their loyalty.
- They look for discounts and deals - consumers use discount apps, loyalty programs and cashback programs to better manage summer spending. Summer can be a significantly expensive affair for families as travel, entertainment and food expenses add up. Families often alternate between domestic and international vacations to save money, while also looking for inexpensive activities to keep the kids entertained.
- They alternate between indulging and saving - customers spend on certain experiences, such as family holidays, but save elsewhere, for example cooking at home instead of going to restaurants.
Therefore, it's important for brands to focus on changing spending priorities and understand how consumers are balancing moments of indulgence with family budgets. This can help them tailor offers, messaging and product positioning.
Typical drivers in summer are holidays, festivals, barbecues, being by the water or sporting activities. All of these moments create space for brands that offer products associated with comfort, taste, beauty, convenience or fun. Seasonal products such as ice creams, lemonades, sunscreens, summer fashion or outdoor equipment experience a huge sales boom during this period. But advertisers shouldn't forget about summer sales or limited editions that encourage quick purchases.