What is driving Gen Z & Millennial wallets this summer? 🛍️📊
Our latest RetailMeNot Summer Spending Survey, polling nearly 900 shoppers ages 18–44, reveals a season defined by intentional spending, practical indulgence, and experience-first priorities.
Despite ongoing economic pressure, average summer spending is projected to reach $1,352, up $78 from last year, signaling that consumers aren’t pulling back, they’re simply becoming more selective about where their money goes.
Here are three trends shaping summer 2026:
Intentional Escapes & Domestic Travel
While 61% of shoppers cite gas prices as a primary stressor, they aren't staying home. Instead, 40% are prioritizing worthwhile domestic road trips and regional getaways that feel worthwhile without breaking the budget.
“Scent-Scaping” & Elevated Beauty Rituals
Fragrance is emerging as one of summer’s fastest-growing beauty categories, with nearly 25% of consumers increasing their fragrance spend. At the same time, nostalgic beauty trends like the ’90s blowout are fueling stronger investment in haircare and polished, “put-together” routines.
The Backyard Escape Economy
Millennials, in particular, are investing in home upgrades that make everyday spaces feel more experiential. From outdoor entertaining setups to wellness-inspired backyard additions, consumers are turning patios and outdoor areas into destinations of their own.
📅 RetailMeNot’s Summer Issue launches June 4–8, featuring curated savings tied to the season’s biggest spending trends.
Read the full breakdown of the top summer trends shaping 2026 on our blog.
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