As the weather starts to warm up, consumers are gearing up to spend their money on products that cater to the season. From outdoor activities to summer fashion, here are the trends in consumer spending for the spring and summer seasons, broken down by industry. Gauging these seasonal trends allow brands to plan branding and marketing strategies more efficiently and anticipate consumerbehaviors, and have an edge over competitors.
Capitalizing on Seasonal Consumer Trends
Figure A (below) shows the Google Search trend comparisons for different keywords for Outdoor Activities such as “hiking,” “camping,” and “kayak.” There is a noticeable spike in May of 2022, and it remains elevated through August for the keywords “camping” and “kayak.” Hiking is an activity that remains relatively constant all year. Advertisers can use this not only as a tool to help time content and/or advertising efforts but also to help maintain those efforts more effectively.
Figure A
Advertisers can also use keyword research to also help with planning content and paid media strategies.
Figure B (below) shows some basic keyword research using SEMRush on the keyword “camping gear”. SEMRush gives a variety of outputs from a single keyword. In this example, the keyword “camping gear” gives a list of Broad Match search terms related to this specific keyword. Advertisers can use metrics such as Volume (average monthly searches for that keyword over the past 12 months), CPC or Cost-per-Click (average cost advertisers have paid over the past 12 months for every click of that keyword) and SERP Features (any additional element on a search engine results page that adds something new to the typical format of a search result.)
Figure B
Below are 5 industries in which consumers spend the most during the Spring and Summer seasons:
Fashion and Beauty Industry
Spring and summer are the seasons of fashion and beauty. Consumers are looking for light and breezy outfits that are perfect for the warm weather. The latest trends in fashion include pastel colors, floral patterns, and oversized clothing. Brands are also promoting sustainability by using eco-friendly materials and ethical production methods.
In the beauty industry, consumers are focusing on skincare products that protect the skin from the sun’s harmful rays. Products such as sunscreens, moisturizers, and facial mists are highly sought after during the spring and summer months. Consumers are also looking for makeup products that are lightweight and have a natural finish.
Outdoor Industry
The spring and summer seasons offer plenty of opportunities for outdoor activities, such as hiking, camping, and water sports. As a result, consumers are investing in gear and equipment that cater to their hobbies. Popular products in this industry include camping tents, backpacks, kayaks, and paddleboards.
Fitness Industry
With warmer weather comes more opportunities for outdoor exercise. Consumers are investing in fitness gear that helps them stay active and comfortable during their workouts. Some popular products in this industry include running shoes, workout clothes, fitness trackers, and sports bras.
Travel Industry
As travel restrictions begin to lift, consumers are looking to take advantage of the warmer weather by planning trips and vacations. The travel industry is seeing an increase in demand for flights, hotels, and rental cars. Consumers are also investing in travel accessories such as luggage, backpacks, and travel pillows.
Home Improvement Industry
The spring and summer seasons are the perfect time to spruce up your home. Consumers are investing in home improvement projects such as gardening, landscaping, and outdoor furniture. Brands are promoting eco-friendly products such as solar-powered outdoor lighting and sustainable gardening tools.
Food and Beverage Industry
With outdoor gatherings and barbecues becoming more common during the spring and summer months, consumers are spending more money on food and beverages. Brands are promoting products such as grill accessories, outdoor dining sets, and portable coolers. Consumers are also looking for healthier options such as plant-based foods and low-alcohol beverages.
In conclusion, the spring and summer seasons offer a variety of opportunities for consumers to spend their money. From fashion to outdoor gear to home improvement, each industry tends to see an increase in demand for products that cater to the season. Brands that stay on top of these trends are sure to attract consumers and increase their sales during these warmer months. One way to be proactive in staying ahead of the trends is to utilize tools such as Google Trends and keyword tools such as SEMRush.
