A new survey, released by o9 Solutions, suggests that Gen Z and Millennials will lead the spending charge among consumers this summer.
The new findings suggest that, as the mercury rises, so does young consumers’ desire to spend. o9 Solutions, a software company, found that 62% of Gen Zers and 61% of Millennials plan to spend more this summer, significantly more than Gen X (46%) and Baby Boomers (24%).
The importance of summer promotions or sales is highest among Millennials (75%) and Gen X (73%), though Gen Z (69%) isn’t far behind.
“Trends can spike overnight, especially with younger consumers,” said o9 Solutions president Igor Rikalo, in a statement. He added, however, that “tighter demand sensing and rapid scenario planning give brands the ability to rebalance inventory quickly and protect loyalty.”
While the survey wasn’t entirely focused on food and beverage, it offered noteworthy insight to retailers of all kinds. For example, despite the increase in online shopping platforms, younger generations are still often shopping in-store – findings that align with the growing “mallmaxxing” trend, as young adults return to malls, in large part to socialize.
The research, conducted in collaboration with marketers at TEAM LEWIS, surveyed roughly 1,000 Americans in March 2026 and found most shoppers are omnichannel, with 69% of consumers planning to shop both in-store and online in June, July, and August.
Food will be the top summer spending category, with Americans noting that they plan to buy more food and beverages (53%) during summer months, topping clothing (40%) and skincare/sun protection (38%). The findings also revealed that women are more likely to buy more food and beverages (57% versus 48%) during summer months than men.
Gen Z is particularly interested in spending more on food and beverage (48%) when school is out of session and the weather is warm. This year, that comes as disruptions in the Strait of Hormuz tighten fertilizer supplies during peak planting season, potentially impacting food and beverage prices, not to mention availability.
“This survey underscores that omnichannel shopping and rapidly evolving, younger-driven demand are raising expectations for planning,” Rikalo said. “Retailers need connected demand and inventory visibility across channels, as well as the agility to rebalance inventory as trends spike and shift.”
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