Read time: 7 mins

In Zamplia’s June 2026 “Splurge or Save?” study of 300 U.S. consumers, we found something more interesting than a simple yes or no: a season defined by strategic splurging, deal hunting, and brand switching, where every indulgence has to earn its place.

Like Zamplia’s other behavioral deep dives on full-price buying and AI-powered shopping, this study isn’t just about how much people spend. It’s about why they choose to splurge, where they decide to save, and what it means for brands trying to capture a share of the summer wallet.

Key Takeaways

47% of respondents are spending more this summer than last year, while just 6% say they are spending “a lot less.” 54% describe themselves as strategic splurgers who splurge on some things while deliberately cutting back on others. Dining out and travel top the lists for both increased spending and spending cutbacks. More than 85% at least sometimes wait for a sale or discount before making a non-essential purchase. Approximately 63% have switched at least one everyday item to a cheaper brand or retailer in the last three months. Financial confidence remains fragile. Only 39% feel confident heading into summer. Lower prices on essentials like groceries and gas would have the biggest impact on spending, according to 51% of respondents.

Study Details: Who We Talked to and When

This Zamplia “Splurge or Save?” study was conducted in June 2026 with 300 U.S. consumers, capturing behavior and attitudes heading into the core summer spending season (June through August).

Respondents represented key age groups (18-24, 25-34, 35-44, 45-54, and 55+) and were balanced across genders, with 67% female and 33% male.

All findings are based on completed online surveys sourced through Zamplia’s consumer panel, designed to represent a mix of household compositions, income levels, and shopping habits.

Americans Are Spending More, But Not Recklessly

We began by asking how this summer’s spending compares to last year. The headline is clear: most consumers are not pulling back. They’re cautiously leaning into summer.

  • 25% are spending a lot more
  • 22% are spending a little more
  • 26% are spending about the same
  • 20% are spending a little less
  • 6% are spending a lot less

Nearly half of respondents report spending more than last summer. However, the pattern looks more like a controlled upgrade than a carefree spending spree. Brands should view consumers as optimistic but selective, not universally ready to spend more.

Meet the “Strategic Splurger”

When asked to describe their summer spending style, one persona clearly stood out.

  • 53.7%: I pick and choose. I splurge on some things but cut back on others.
  • 16.3%: I’m avoiding most non-essential spending right now.
  • 16.0%: I follow a strict budget and stick to it.
  • 14.0%: I spend freely. Summer is meant to be enjoyed.

Today’s shoppers are not anti-spending. They’re anti-waste. They’ll happily spend more when something feels worthwhile, but they’ll cut anything that doesn’t deliver meaningful emotional, experiential, or practical value.

For marketers, this means your category needs a compelling “worth the splurge” story, not simply a larger advertising budget.

Where People Are Willing to Splurge

We asked respondents which categories they’re willing to spend more on this summer.

Top Categories

  • Dining out and restaurants (37.0%)
  • Travel and vacations (35.7%)
  • Groceries and food at home (35.0%)
  • Clothing and fashion (28.7%)
  • Beauty and personal care (20.3%)
  • Live events, concerts, or sports (20.3%)
  • Wellness and fitness (18.3%)
  • Home improvement (18.0%)

This is a summer driven by experiences, convenience, and self-care. Categories tied to enjoyment, identity, and wellbeing have permission to position themselves as splurge-worthy, provided they can justify the value.

Where Consumers Are Cutting Back

Interestingly, many of the same categories also appear on the list of spending reductions.

Top Categories for Cutbacks

  • Dining out and restaurants (39.3%)
  • Travel and vacations (33.3%)
  • Live events, concerts, or sports (31.0%)
  • Clothing and fashion (26.7%)
  • Subscriptions and streaming services (24.0%)
  • Home improvement (17.3%)
  • Electronics and technology (15.7%)
  • Groceries and food at home (5.3%)

This polarization means the same category may be growing with one audience while shrinking with another.

Deals Are Now a Reflex, Not a Bonus

We asked how often consumers wait for a sale before making a non-essential purchase.

  • 33.7% often wait
  • 28.7% almost always wait
  • 25.3% sometimes wait
  • 9.3% rarely wait
  • 2.7% never wait

More than eight in ten consumers actively look for discounts. Promotions, bundles, loyalty rewards, and smart savings have become core parts of the buying journey rather than optional extras.

Trading Down: Loyalty Is on a Short Leash

We also explored whether consumers have traded down to less expensive brands or stores.

In the Last Three Months

  • 35.0% switched several items
  • 28.3% switched one or two items
  • 30.7% stayed with their usual brands
  • 5.3% have no strong brand preferences

Nearly two-thirds of consumers have made at least one trade-down decision recently. Brand loyalty increasingly depends on clearly communicating value.

How Consumers Are Spending Their Discretionary Budget

Respondents told us how they expect to divide discretionary spending this summer.

  • 34.7% will split spending equally between experiences and physical products.
  • 26.3% lean toward physical products.
  • 21.3% lean toward experiences.
  • 17.3% don’t plan to spend on either.

Experiences and products continue competing for the same discretionary dollars, while nearly one in five consumers plan to avoid discretionary spending altogether.

Confidence Is Quietly Shaky

When asked whether they feel financially confident heading into summer:

  • 18.3% strongly agree
  • 21.0% somewhat agree
  • 20.3% neither agree nor disagree
  • 19.3% somewhat disagree
  • 20.3% strongly disagree

Only about four in ten consumers feel financially confident. Behind nearly every purchase is a careful assessment of affordability and financial stability.

AI Is Already Part of the Summer Shopping Story

Consumers are beginning to incorporate AI into shopping decisions.

  • 28.3% have tried AI once or twice.
  • 15.0% regularly use AI shopping tools.
  • 24.0% haven’t used AI but are open to it.
  • 32.3% prefer to search and shop without AI.

AI is quietly becoming a shopping assistant for many consumers, helping some discover deals while others remain hesitant.

What Would Unlock More Spending?

Consumers identified the biggest factors that would make them more comfortable spending.

  • Lower prices on everyday essentials (51.0%)
  • Greater confidence in job or income (22.0%)
  • Paying down existing debt (10.0%)
  • Already spending as much as desired (8.3%)

Consumers aren’t simply asking for bigger discounts. They’re looking for relief on everyday expenses.

What Brands Should Do With This Data

Across Zamplia’s recent studies, one theme continues to emerge: consumers are ready to spend, but only on their own terms.

Brands should:

  • Design for the strategic splurger.
  • Make their offering clearly worth the premium.
  • Treat promotions as part of the brand experience rather than a last-minute tactic.
  • Reinforce loyalty through clear, differentiated value.
  • Use agile research to stay ahead of changing consumer behavior.

Sample Made Simple

Want to run a “Splurge or Save?” study for your category or better understand how your customers decide where to spend and where to save?

Zamplia connects you with verified, highly engaged respondents so you can uncover real-world behaviors and turn them into smarter campaigns, stronger pricing strategies, and more confident business decisions. Want to learn more? Contact us or book a demo today.

FAQs

What are the biggest summer spending trends among U.S. consumers?

Consumers are spending more selectively, prioritizing dining, travel, and experiences while actively cutting back in other categories, waiting for discounts, and switching to lower-cost brands when value isn’t clear.

Why are consumers switching brands more often?

Rising costs and continued financial uncertainty are encouraging many shoppers to compare prices, seek better value, and try lower-cost brands or retailers for everyday purchases.

How can brands respond to changing summer spending behavior?

Brands should clearly communicate value, make products feel worth the splurge, incorporate promotions into their overall strategy, and use consumer research to understand where shoppers are most willing to spend.