KPMG: Consumers to prioritize experiences over non-essential summer spending
Consumers will spend selectively this summer, slashing non-essential spending — including on dining out — to fund “experiences.”
That’s according to the Consumer Pulse Summer 2026 Survey released by KPMG (and incorporating additional data from consumer intelligence firm CivicScience). The survey found that consumers are navigating inflation and cost pressures by spending selectively, cutting back in some areas to prioritize meaningful experiences.
Sixty percent of Americans plan to travel this summer, with nearly four-in-10 anchoring their plans around a desire for a specific experience, according to the survey. To save money, consumers are favoring shorter trips (one to three days) over week‑long stays, and prefer to travel by car (62%), followed by plane (51%).
To accommodate summer plans, consumers are pulling back on food and beverage spending, the survey revealed. Seventy-six percent of consumers consider eating at home more often to save money due to budget constraints, and 31% rarely or never go out to eat dinner or order take out.
In other findings, when consumers do dine out, they’re prioritizing quick service restaurants (25%) rather than casual or fine dining. More than half (54%) of consumers expect to spend more on groceries than they did last year.
Wellness
The survey found that wellness remains important, but spending in this category reflects the same selective mindset, with a heavy focus on everyday essentials. During past six months, supplements and vitamins (25%) experienced the largest increase in purchases, followed by skincare (16%) and oral care (15%).
During the past three months, at-home consumption of alcohol has decreased by 36%, with the reduction being more pronounced among Gen X (41%), and baby boomers+ (42%). Meanwhile, respondents plan to drink more water (49%) and eat healthier (46%) compared to last year.
“Wellness spending is stratified, with younger generations prioritizing mental health and older generations doubling down on physical fitness,” said Julia Wilson, KPMG U.S. principal, consumer & retail strategy. “What cuts across every age group is a shift toward everyday essentials that feel affordable and impactful. Brands that understand where they fit in that priority set will be better positioned to hold their place in the basket.”
The KPMG Consumer Pulse Summer 2026 Survey is based on a collaboration between KPMG and CivicScience. The report integrates two survey periods: a KPMG survey of 1,544 consumers across the U.S. from Feb. 27, 2026, to March 18, 2026, and a CivicScience survey of 868-3,432 respondents from March 1-23, 2026.
