Although the US economy is facing hard financial times due to rising gas prices and other headwinds, consumers expect to up their spending this summer, according to a Spring 2026 survey by Optimove Research.

Prices and discounting will be important factors for retailers to consider heading into the summer. Value retailers, especially, are watching how lower-income customers are adjusting to current conditions. Quality and brand remain top considerations for consumers.

Retailers striking a balance with well-timed discounts that don’t skimp on quality will be best positioned to capture summer spending dollars.

Planning to spend

Over half (52%) of US consumers plan to spend more this summer than last year, per Optimove. Only 17% plan on spending less.

Are they planning to spend more because of rising prices or are they looking to splurge? The numbers suggest that consumers will prioritize essential goods, while many have earmarked budgets for vacations and summer luxuries.

• Less than one third (32%) say they’re most likely to spend on travel and hotel accommodations this summer.
• Clothing (81%) topped the list of likely spending categories, followed by swimwear (50%) and beauty products (49%).

Driven by discounts

Summer is officially over a month away. Will discounts nudge consumers to buy sooner?

• A full 59% of consumers said they are “sometimes and often” motivated to purchase an item early before they’re ready to buy, according to Optimove.
• Another 37% said this happens “sometimes but not often.”

Retailers that have sales planned for the summer should consider moving discounts earlier to capture this summer spending.

As some consumers are warily watching how the fluctuating global economy could affect them, restaurant chains are seeing a dip in traffic and spending.

Retailers can break through this indecision with strategically placed discounts that make the decision to buy easier for customers.

Better prices (44%) was the top reason cited by consumers in choosing to shop at an unplanned location, per Optimove.

Quality and brand

Quality led the list of top factors influencing shoppers looking for summer items in the Optimove survey. It was cited by 81% of respondents.

• Price (70%) came in second, followed by brand reputation (45%).

This indicates that consumers are looking for summer deals, while searching for quality items they will likely use for many summers to come.

Retailers should take note that brand recognition and trust remain top considerations for many consumers. A winning retail strategy should involve strong relationships and tie-ins to brands, featuring the best performers out front to draw in brand-conscious consumers.

Omnichannel shoppers

In a digital-first world, in-store presence still matters this summer. That’s why Walmart is making investments to upgrade and expand its network of stores.

For popular summer products, most consumers are planning to shop using a combination of online and in-store channels, according to the Optimove.

Retailers supporting both online and in-store buying experiences will be ideally positioned for summer shopping.

For clothes, towels and soft goods, 59% of shoppers expect to use a combination of digital and in-person shopping, per Optimove. The segments planning to shop exclusively online (19%) and exclusively in-store (22%) are nearly equally in the minority.

And for outdoor patio furniture and grills, 46% plan to shop both in-store and online. A full 34% plan to shop exclusively in-store for these items. And 20% plan to shop online only for them.

Meanwhile, 48% of consumers planning getaways expect to shop for travel and trips exclusively online, only 15% in-person, according to Optimove.

Retailers should take a close look at their inventory and where consumers are discovering and considering these particular products. Showing up on these channels with ads and helpful content will help break through. An enticing discount will help shoppers make a quicker decision.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.