Shoppers told us what they got up to this summer - what clues does this give us about next year?
Summer may have just ended, but now is the time to start planning for next year.
ShopperVista's latest research explored what shoppers actually did during summer 2026, revealing the occasions, activities and spending behaviours that shaped the season. While the weather always influences demand, the findings highlight the occasions, activities and spending behaviours that shaped summer 2026, providing useful indications of where opportunities may lie next year
Summer remains a season of days out and local experiences
While overseas holidays remain an important part of summer, shoppers were just as likely to enjoy activities closer to home. Four in ten shoppers (41%) visited a beach, park or other outdoor attraction over the summer, while a third (32%) took a UK holiday or short break. A quarter bought food or drink to take on a day out, festival or event. Meanwhile, 12% attended a music festival, with 11% of shoppers attending another type of festival or outdoor event.
The findings highlight the breadth of summer occasions. While holiday spending remains important, many opportunities come from the smaller moments in between. Day trips, local attractions and outdoor activities all create demand for food-to-go, drinks, snacks and convenient meal solutions. Retailers that position themselves around these everyday summer moments, rather than focusing solely on holidays, could unlock additional spend.
Eating outdoors continues to be a key summer occasion
Food plays a central role in how shoppers experience summer. Almost half (44%) bought seasonal summer products such as BBQ food, picnic food or chilled drinks, while a third (34%) bought food or drink from supermarkets or local shops while on holiday. A quarter (25%) ate or drank outside more often than usual, and one in five (20%) hosted or attended a summer gathering with friends or family.
These behaviours point to the continued importance of seasonal food ranges. Shoppers are not simply buying products; they are buying solutions for occasions. From informal family meals and last-minute gatherings to picnics and outdoor eating, products that deliver convenience and help shoppers make the most of summer occasions are likely to remain important.
Value remains a priority, even during summer
Despite the seasonal uplift in spending opportunities, value remains firmly front of mind. Almost half of shoppers (49%) used a loyalty card, voucher or promotion when buying food or drink over the summer, making it one of the most common summer behaviours in the research.
The findings suggest shoppers are still looking for ways to enjoy themselves while keeping spending under control. Rather than cutting back on summer activities entirely, many are looking for promotions, rewards and value-led solutions that help them make budgets go further. For retailers and suppliers, value is therefore likely to remain an important part of summer planning in 2027, alongside inspiration and new product launches.
Younger shoppers create opportunities beyond traditional holidays
Some summer activities were particularly popular among younger shoppers. Among 18-24-year-olds, 24% bought food or drink from stalls at a music festival or event, compared with 15% of shoppers overall. Younger shoppers were also more likely to take food or drink to take to a day out, festival or event, and to host or attend a summer gathering with friends/family.
This reflects a wider shift towards experience-led spending. While traditional summer categories remain important, growth opportunities also exist around social occasions, festivals, events and convenience-led consumption. Suppliers and retailers that connect their products to these occasions may be well placed to engage younger consumers.
Planning for next summer starts now
Summer 2026 was characterised by outdoor occasions, food-led experiences, value-conscious spending and a desire to make the most of seasonal moments. While the specific shape of summer 2027 will depend on a range of factors, these behaviours provide useful direction for retailers and suppliers planning for the season ahead.
For retailers and suppliers, the opportunity lies in understanding where these occasions intersect with food and grocery purchasing. Whether it is helping shoppers picnic in the park, entertain friends at home, stock up for a staycation or find value while travelling, businesses that align their offer with how shoppers spend their summers are likely to be well placed to meet demand.