Summer Marketing Trends: What Consumers Really Want

As the summer season kicks into gear, consumers are doing far more than planning vacations and enjoying the sun. They’re shopping, upgrading, dining out, and making financial decisions—and they’re doing it with clear intent.

These insights aren’t based on assumptions. They’re backed by behavioral data from the Lotame Data Exchange (LDX), one of the world’s most trusted global data marketplaces. Lotame’s AI powered insights surface unique audience affinities that you otherwise wouldn’t know about your consumers.

Here’s what marketers need to know to make the most of the summer 2025 season.

1. Consumers Are Making Big Life Upgrades

• Consumers are 4.98x more likely to be researching minivans
• Consumers are 3.4x more likely to be shopping for home improvements at hardware stores

Whether it’s remodeling a kitchen or buying a new family vehicle, summer signals action. These are high-consideration purchases—and they’re happening now.

Marketing Insight: Align creative and targeting strategies with major lifestyle milestones. Contextual placements in auto, DIY, and home living content can boost relevance and ROI. 

2. Experiences Are Taking Priority

• Consumers are 2.8x more likely to research in-person sports events
• Consumers are 2x more likely to watch live sports on TV

Consumers are actively seeking entertainment and shared experiences. While streaming engagement remains strong, real-world events are clearly back on the agenda.

Marketing Insight: Integrate your messaging into the event journey—before, during, and after. Consider sponsorships, event-based targeting, and retargeting based on attendance research.

3. Quick Dining Options Dominate

• Consumers are 3x more likely to dine out for lunch and dinner
• Consumers are 2.75x more likely to visit quick-serve restaurants

With busy schedules and a rise in social activity, dining out has become the norm. Quick-serve and fast-casual restaurants stand to benefit the most.

Marketing Insight: Leverage local targeting and meal-time scheduling to reach consumers on the go. Loyalty messaging and app promotions can increase repeat visits.

4. Retail Is on a Seasonal High

• 3.1x more likely to be actively shopping within the retail vertical
• 2.8x more likely to be frequent shoppers

The summer period drives strong retail engagement, from fashion and electronics to seasonal essentials.

Marketing Insight: Capitalize on increased traffic by tailoring offers to frequent shoppers. Tap into LDX’s prepackaged or custom audiences to target by category interest or purchase history.

5. Personal Finance Is Top of Mind

• 2.67x more likely to be researching personal finances
• 2.32x more likely to already have personal loans

Marketing Insight: Position financial products around common seasonal milestones like travel, back-to-school, or home projects. Use audience segmentation to speak to planners, savers, and borrowers differently.

6. Regional Travel Is Rising

• 2.07x more likely to have recently purchased bus tickets

Not all summer travel involves planes and passports. Many consumers are opting for short-distance, budget-conscious trips.

Marketing Insight: Travel brands can build messaging around flexibility, affordability, and ease—especially when targeting younger audiences or urban commuters.

Final Thoughts: Reach Consumers Where Their Intent Is

These insights from the Lotame Data Exchange reflect real-world signals—not assumptions. The common thread? Consumers are ready to act. The question is whether your campaigns are ready to meet them there.

Whether you’re planning retail promotions, media buys, or omnichannel strategies, LDX can help you find and activate high-intent audiences across any environment—cookie or cookieless. Want to learn more? Explore Lotame’s addressable audiences or contact us to discover how to power your summer campaigns with real-time behavioral data.