As summer approaches, a recent survey by KPMG reveals that American consumers are adjusting their budgets amid ongoing inflation. The survey, conducted in collaboration with CivicScience, highlights a shift in spending priorities focused on summer vacations and experiences.
KPMG Report: Consumers Cut Daily Costs to Afford Summer Vacations
Consumer Travel Plans
The KPMG Consumer Pulse Summer 2026 Survey indicates that 60% of Americans plan to travel this summer. Notably, nearly 40% intend to focus their travels around specific experiences.
- Shorter trips of one to three days are favored over traditional weeklong vacations.
- Traveling by car is the top choice for 62% of respondents.
- 51% expect to take flights for their summer trips.
Adapting Food Spending
To accommodate vacation plans, many consumers are reconsidering their food budgets. The findings reveal that 76% are likely to eat at home more frequently, while 31% rarely dine out or order takeout due to financial limitations.
- When dining out, 25% prefer quick-service restaurants, favoring lower-cost options.
- 54% of consumers anticipate higher grocery expenses compared to last year.
Shifts in Wellness Spending
Beyond travel and dining, wellness spending remains a priority for consumers. However, there’s a marked shift toward essential, everyday products rather than luxury items.
- Supplements and vitamins saw a 25% increase in spending.
- Spending on skincare grew by 16% and oral care by 15%.
Interestingly, there has been a 36% decline in at-home alcohol consumption over the past three months, particularly among Gen X and baby boomers. Many consumers are opting for healthier choices, such as increased water intake.
Generational Insights
Julia Wilson, KPMG U.S. principal, consumer & retail strategy, stated that spending on wellness is stratified by age. Younger generations are focusing on mental health, while older generations emphasize physical fitness.
“The trend across all age groups shows a preference for affordable, impactful everyday essentials,” Wilson noted. Brands that recognize their role in these priorities will be better equipped to maintain consumer loyalty.
Survey Methodology
The survey combined responses from 1,544 consumers in the U.S., alongside data from CivicScience, which included between 868 and 3,432 respondents from February to March 2026.
