Retailers: Your guide to standout summer marketing campaigns

Do people spend more in summer?

According to a report by EY, 43% of consumers are living in the moment rather than planning long-term like they were in 2022. Frivolous purchases outweigh the desire to save, and summer brings this feeling of freedom and spending confidence more than any other time of year. Put it this way: winter brings with it an increase in household bills, holiday spending and more time spent indoors, but by the time summer rolls around, we’re inundated with marketing that makes us feel uplifted, wanting new experiences and to spend more time at events or going on holiday.

But let’s be honest: summer campaigns can all start to look the same. Same sunsets, same “sale now on,” same half-hearted hashtags.

If you're ready to do something smarter - something with a little more substance and a lot more impact - here’s how to elevate your summer marketing strategy.

1. Sell vibes, not just an idea

Summer campaigns work best when they tap into a feeling. Whether it’s adventure, relaxation, nostalgia or just a break from routine - your campaign should connect emotionally before it sells anything.

Try this:

• Build playlists, mood boards or guides around summer vibes

• Use storytelling to transport your audience (think experiences, not just products)

• Create content that’s built to be shared - UGC, behind-the-scenes, “day in the life” formats

Great creative is key for this, and if you’re in need of in-store POS, now is the time to get those briefs into your agency.

2. Social-first creative

Summer means more people sharing content of their time spent outdoors. But they’re also moving fast - so your content needs to stop the scroll.

Elevate it by:

• Designing mobile-first, punchy creatives with big energy

• Testing short-form video (Reels, TikTok, Stories) as your campaign core, not an afterthought

• Running limited-time or geo-targeted offers that reward quick action

Unsure whether you should run with UGC or an ad? Check out this blog.

3. Align campaigns with real-time moments

Summer isn’t just one big season - it’s a series of micro-moments: festivals, travel plans, bank holidays, back-to-school prep.

Smart retailers sync up with:

• Real-world calendars (think: weather triggers, major events, payday weekends)

• Local trends and regional activations - especially if you have brick-and-mortar locations

• Community-driven content that taps into what your customers are actually doing

Nail your niche. Festivals and fashion have become synonymous in recent years, but there’s also scope there for personal hygiene, outdoor adventure brands and even healthcare products (hangovers, mosh pit injury and poor footwear choices can all lead to needing that mini first aid kit).

4. Lead with purpose, not just promotion

Today’s consumers care about why your brand exists, not just what you sell. And summer is a great time to amplify causes and values that matter - sustainability, community, wellness.

Make it count:

• Pair promotions with give-back initiatives or spotlight your sustainability efforts

• Share the story behind your summer products (local sourcing, ethical production, etc.)

• Use your platforms to champion causes your audience cares about

Get outside! Promotion doesn’t just exist online. Summer is the perfect time to highlight these causes with OOH advertising.

Make buying frictionless

Great campaigns will get people excited - but a great user experience will seal the deal.

Quick wins for your site or store:

• Optimise for mobile, always

• Simplify the checkout flow and offer fast payment options (Apple Pay, PayPal, etc.)

• Add urgency tools like countdowns, low stock alerts, or limited bundles

Not sure your UX is up to scratch? Get actionable insights with our User Experience Audit.

Ready to make this summer count?

The best summer campaigns aren’t just seasonal - they’re strategic. They make people feel something, they move fast, and they build long-term value for your brand.

Whether you’re planning a full campaign or just need help turning good ideas into great execution, we’re here for it.

Let’s turn your summer into something worth remembering. Get in touch with our team today.