The advent of summer and start of the traditional vacation season usually has people packing up for long-awaited trips, sightseeing abroad, or visiting popular theme parks and other tourist destinations with family.
The pandemic, of course, has thrown a wrench into travel plans this year, but judging from emerging retail trends, people are still intent on having their summer vacation, although it looks different than before.
It just will be more of a staycation for many this year. Social distancing measures and air travel restrictions have folks looking for safe ways to enjoy the summer, either outside at home or doing outdoor activities like camping.
Consumers are buying up inflatable swimming pools and investing in built-in backyard pools. Sales of camping gear and outdoor furniture are surging.
The summer retail trends for 2020 reflect the ongoing dramatic changes in consumer shopping behavior as people endure massive upheaval of their everyday lives amid the COVID-19 crisis.
We’re not in Kansas anymore: Summer retail trends 2020
With public swimming pools shuttered and beaches either closed or too crowded for comfort, the search is on for ways to have water fun in backyards.
Sales of inflatable kiddie pools and water toys are up, and pool builders are busier than ever trying to keep up with demand. Best-selling items on Amazon currently include a multipurpose inflatable pool float, a kids’ “sprinkler pool,” and a family-size inflatable swimming pool.
Even moose want to jump into a pool these days.
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According to Google’s data on rising retail categories, searches for inflatable water slides and paddle boards have skyrocketed in the past month. People also are planning to protect themselves from too much sun: Searches for rash guards and swim shirts are way up.
Consumers are looking to create an oasis in their backyard by investing in outdoor furniture, grilling tools, fire pits, and more. While warmer weather usually brings an increase in sales of those items, home goods retailers say they’re seeing huge increases compared to last year, according to CNBC.
Google stats show searches for outdoor umbrella bases increased 100% from last month.
Gearing up for the great outdoors
According to The NPD Group, which tracks retail and other industry trends, sales of camping and RV products are seeing double- and triple-digit growth. The group attributes this trend to the opening up of national parks and other recreational areas, along with lower gasoline prices.
Over the past few weeks, sales of recreation tents, hammocks, camp sets, grills, smokers, and portable power kits have all shot up, The NPD Group reported. Sales of RV tools, including utensils, hitches, portable air compressors, and antifreeze also saw increases.
Sales of RVs themselves are on the rise with RV dealers across the country reporting spikes in demand, according to numerous reports.
“As we approach the start of summer, the RV industry is seeing both very strong retail traffic as well as sales, especially with first-time buyers,” RV Industry Association President Craig Kirby said in an article on the association’s website. He touted RVs as a great way for consumers to enjoy vacations with their families while adhering to social-distancing policies.
Fitness equipment and the return of apparel shopping
Aside from outdoor gear, other retails trends are emerging as consumers continue to follow work-at-home policies and social distancing requirements.
Sales of fitness equipment and sporting goods – which began to climb after local governments began implementing stay-at-home orders – continue to rise. According to the COVID-19 Commerce Insight tracker from Emarsys and GoodData, eight of the top 10 products with the highest year-over-year growth rate in online sales are fitness and sports gear, including stationary bikes, boxing gloves, soccer balls, and weights. And bike stores are reporting booming sales.
Under quarantine, people have had much less reason to be concerned with what they wear, which sunk apparel sales. However, with summer around the corner, consumers are showing increased interest in clothing, The NPD Group said.
“Apparel was a low priority early in the COVID-19 crisis when consumers were focused on things like groceries and other in-home necessities, but we’re seeing evidence that apparel is once again entering the spending consideration set,” said Maria Rugolo, apparel industry analyst at The NPD Group. “Warmer weather is spanning much of the country, allowing consumers to extend their mostly homebound routines to the outdoors, and expanding their apparel needs beyond comfort and above-the-keyboard dressing.”
Purchases of seasonal clothes such as shorts and swimwear in the last week of April made up nearly one-fifth of total apparel spending, which is more spending share for the summer apparel category than the same time last year, the group said.
Consumers also continue to buy home appliances as they remain sequestered. The COVID-19 Commerce Insight tracker shows dishwashers growing an astounding 3,286% year over year, and washing machines growing 1,038% in the same period.
Continued demand for appliances like freezers and bread makers indicates that the pandemic crisis may have a long-term impact on consumer behavior.
