Survey: In-store shopping remains key to younger consumers' summer plans
Younger consumers say they are planning to spend this summer, and will take an omnichannel approach when doing so.
That’s according to a new survey from enterprise planning software firm o9 Solutions, which found that Gen Z and millennials are leading planned summer spending, with 62% of Gen Z and 61% of millennials planning to spend more during the season. This is compared to Gen X (46%), baby boomers (24%), and the silent generation (10%).
Only 12% of Gen Z and 9% of millennials plan to shop entirely online this summer, which o9 says highlights the importance of retail inventory management and supply chain agility on the store level. Overall, nearly seven-in-10 (69%) of Americans plan to shop both in-store and online during the summer months.
“This survey underscores that omnichannel shopping and rapidly evolving, younger-driven demand are raising expectations for planning,” said Igor Rikalo, president and COO at o9 Solutions. “Retailers need connected demand and inventory visibility across channels, as well as the agility to rebalance inventory as trends spike and shift. With scenario planning technology, teams can pivot in real time, especially in categories where uncertainty is high.”
Food and beverages (53%) top the list of planned summer purchases, followed by clothing (40%) and skincare/sun protection (38%). Gen Z is particularly interested in spending more on food and beverage (48%), clothing (42%) and skincare products/protection (41%).
[READ MORE: Survey: Consumers spend more than $11,000 locally per year]
The survey also revealed that women are more likely to buy more food and beverages (57% vs. 48%), skincare and sunscreen (46% vs. 30%) and clothing (45% vs. 34%) during the summer months than their male counterparts.
With prices remaining elevated due to supply chain disruptions, the importance of summer promotions or sales is highest amongst millennials (75%) and Gen X (73%), compared to Gen Z (69%), baby boomers (67%) and the silent generation (50%).
“Trends can spike overnight, especially with younger consumers,” said Rikalo. “Tighter demand sensing and rapid scenario planning give brands the ability to rebalance inventory quickly and protect loyalty.”
In partnership with marketing agency Team Lewis, o9 Solutions surveyed 1,000 Americans between March 12-19, 2026.
