A summer of spending on celebrations and community

Retailer Bottom Line: Summer usually sees a ramp up in spending, but this year consumers have even more reasons to spend. As inflation remains high, it will test the recent pattern of consumers saving less and spending more. 

With summer vacations and mid-year discounting by major retail brands, summer is always an important season for consumers and retailers alike. This year is particularly noteworthy because there are so many more reasons to celebrate, connect and spend — summer 2026 is clearly shaping up as a season of milestones and memories.

Consumers continue to celebrate 

From excitement around the 2026 FIFA World Cup and the influx of international visitors to communities across the country marking America’s 250th anniversary, the summer calendar is filled with events that bring people together and create meaningful opportunities for retailers. 

The World Cup gives consumers a chance to connect beyond borders through a shared love of sport, while America 250 celebrations provide an opportunity for neighbors, families and communities to come together and celebrate the birth of our nation. These moments, combined with the traditional summer travel season, graduations, Father’s Day, Fourth of July and back-to-school shopping, are expected to drive activity across a wide range of retail categories. 

What makes this summer unique is the convergence of so many cultural, community and family-centered occasions. Consumers continue to be thoughtful about their spending, but they have consistently demonstrated a willingness to invest in experiences and celebrations that matter to them. For retailers, that creates an environment rich with opportunity to help consumers make the most of a memorable summer. 

Soccer’s growing popularity means more spending 

The World Cup means more competition for our dollars. Soccer’s quadrennial extravaganza is no longer just a foreign curiosity — by some measures, soccer is now the third most popular sport in America. A recent poll we did with our partner Prosper Insights & Analytics shows that 66.8 million American adults will watch the World Cup across streaming and television, and millions more will watch the matches live in stadiums across the country. 

In total, consumers plan to spend $10.8 billion, with 27% saying they will purchase team apparel or accessories and a whopping 21% saying they will purchase televisions — much higher than what we see annually for the Super Bowl. 

And it’s not just the World Cup this year. America 250 celebrations will be taking place across the country, including the Great American State Fair in Washington, D.C., as well as a host of celebrations across the country. 

AAA forecasts a record-breaking 72.2 million Americans will travel at least 50 miles from home during the extended July 4th holiday period. State-based celebrations will also be a major theme with parades and exhibitions dotted around the country. 

What summer spending could mean for the fall 

While these events are likely to be supportive of retail spending (particularly food and beverages), in many cases they will also compete for what is becoming a stretched dollar. With consumers paying high prices for tickets, lodging and gas prices, retail goods might come under pressure as we get deeper into the summer. 

Unless gas prices start to soften, it’s likely that any surplus windfall from tax refunds will likely be offset by energy-related spending by the end of July. Given that wage growth has dipped below the rate of inflation, the consumer might have to start making difficult choices about how to spend their hard earned dollars in the fall.