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Summer’s here! The sun is shining, and everyone’s ready for vacation. Though many are ready to hit the beach and explore the world, there’s one hurdle to jump: tariffs.
According to our recent survey, over half of Americans have already felt the sting of rising prices due to tariffs. Folks are reshaping their plans, opting for affordability on all things summer.
The tariffs may have just been implemented, but budget and purchase decisions are already being affected. 58% of Americans have already felt the pinch of higher prices on everyday goods, leaving consumers rethinking how they spend their money. In fact, half of the survey respondents (50%) said that they’re rethinking their travel plans because of rising costs.
Rising transportation prices have led 37% of consumers to adjust travel plans, settling for cheaper transportation or small-scale trips. Additionally, 36% of respondents are changing stays, choosing budget lodging or shorter trips.
For travelers, these price hikes create a dilemma: How can you still enjoy summer when costs have gone up? Many settle for lower-cost alternatives.
Entertainment is often the highlight of the summer. But now, 65% of Americans say they’re planning to spend less on activities like concerts, amusement parks, and festivals.
The good news? Consumers aren’t giving up on fun entirely. Instead of expensive outings, 76% of travelers say they’ll focus on low-cost activities such as visiting parks and community events.
Making Staycations and Budget-Friendly Travel the New Normal
Why travel far when there’s so much to explore in your local area? Staycations–getaways near where you live–are becoming a popular option for people looking to minimize financial strain.
About 30% of respondents said they’d prefer to enjoy a staycation rather than travel far and wide. With gas and airfare costs up, staying local just makes sense. 38% chose road trips, domestic flights, or weekend getaways. On the other hand, 27% are deciding to stay home altogether, citing the benefits of minimizing travel-related expenses.
Discounts aren’t just a nice bonus anymore–they are almost essential to summer. Just under half (46%) of travelers say discounts play an important role in their decision-making process, while 42% rated discounts and loyalty points as “extremely important.”
With tariffs impacting travel and entertainment, it’s no surprise that shopping habits have shifted as well. 46% of Americans are modifying their shopping behaviors due to escalating cost concerns. Consumers have become mindful of where and how much they’re spending.
66% of respondents have switched to cheaper brands or generic products, while 53% are shopping more at discount stores to stretch their dollars further. Some are choosing budget-friendly chains, while others are diving into secondhand shopping–a wallet-friendly alternative.
Interestingly, 48% of consumers are postponing large purchases such as appliances and electronics, holding off on spending until they feel more confident about their finances. As costs rise, people are prioritizing essentials and forgoing luxury or non-essential items.
It wouldn’t be summer without barbecues, picnics, and family gatherings. Yet, beloved summer traditions are being affected by price increases. 47% of respondents found the increasing cost of food makes it difficult to host gatherings. The cost of grilling essentials has surged, forcing many to scale down or reconsider their barbecue plans.
It’s not just food; the price hikes are also affecting residential upgrades and gardening projects. About 62% of consumers reported buying fewer items for home improvements. However, people are still determined to keep their summer budget-friendly. 49% of Americans have traded down to cheaper brands for outdoor furniture and grilling tools. Families can ensure their summer gatherings are still a reality, even if they can’t splurge like before.
Despite these changes, summer shopping is still in full swing. In fact, 93% of shoppers said they’ll be buying summer snacks, food, and drinks; 74% are stocking up on cleaning and household items; and 50% are purchasing clothing and accessories for the season. But with inflation in play, consumers are prioritizing the essentials and sticking to items they need rather than splurging on extras.
Many Americans are turning to grocery stores (74%) and big-box retailers (57%) to find the best deals. Although online shopping has become more convenient, brick-and-mortar stores remain the go-to for most people when purchasing their summer essentials.
For many consumers, price is now outweighing brand loyalty. 33% of respondents said they’d be willing to purchase the next best available option if their preferred summer products are out of stock. Additionally, 30% said they’d be willing to shop at a different retailer if it meant they could get their hands on their favorite product at a better price. Furthermore, just under half (46%) of travelers say discounts play an important role in their decision-making process, while 42% rated discounts and loyalty points as “extremely important.” In this context, keeping stock levels high and providing discounts and bundles are key to attracting consumers this summer.
Summer plans and spending habits have shifted and brands need to adapt accordingly. Whether you’re planning a staycation or a quiet summer BBQ, one thing’s for sure: Americans are finding a way to make the most of the summer, even when prices are higher than we’d like.
To further enhance your retail strategy and stay ahead in this evolving landscape, we invite you to connect with Trax. Our Consumer Insights solutions provide valuable data and actionable insights that can help you understand and anticipate consumer behavior, enabling you to make informed decisions that drive growth and customer satisfaction. Additionally, our Trax Execution solutions offer cutting-edge tools to optimize your in-store operations, ensuring that you can deliver a seamless and efficient shopping experience to stand out in the retail industry.
Discover how Trax can help you navigate the complexities of the modern retail environment and achieve your business goals. Learn more about our innovative solutions for the retail landscape and how we can support your journey toward success.
Trax conducted this survey via Shopkick, collecting insights from over 7,000 American consumers between April 23 – May 3, 2025, to understand the impact of tariffs on American shopping and travel behavior.
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