Summer is here! Consumers are spending more than last year and spending more often. Total retail spending increased by 7.08% across the US, indicating a vibrant economic landscape that retailers can capitalize on.
Some retailers like those in consumer electronics have had a mixed bag of summer fun, but later seasons may prove even more fruitful.
We take a look at industry sub category performance in spending, give you a regional breakdown with some city insights, and breakdown how brands are performing in summer 2025.
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Retail category performance
Analyzing the summer 2025 retail spend data, it’s clear that consumer habits are experiencing a significant shift. Total retail spending increased by 7.08% across the US, indicating a vibrant economic landscape that retailers can capitalize on.
Notably, transactions rose by 9.87% year on year, suggesting that consumers are not only spending more but also engaging in a higher frequency of purchases.
Department and general merchandise stores outperformed many sectors, with a staggering 35.10% increase in spending and a 33.76% rise in transactions. This signals a strong consumer interest in one-stop shop destinations that offer convenience and variety, likely driven by summer activities like BBQs and parties.
Total apparel spending saw a 10.73% increase year-on-year, demonstrating a continued demand for clothing and accessories, possibly influenced by seasonal fashion trends and events. With the popularity of social gatherings such as summer barbecues and beach parties, consumers seem eager to stay fashion-forward.
Conversely, the consumer electronics experienced a decrease in spending by -24.10%, despite an +8.87% increase in transactions. This suggests that while consumers are still purchasing electronic products, they may be opting for less expensive items or benefiting from discounts and deals.
Read more: pass_by introduces spend insights
Region breakdown for summer 2025
We don’t just look at brands, we look at the whole picture across the States. We’re taking a look at some well-known summer destintations here that typically benefit from summer foot traffic. However, historical truths don’t always win out and the summer of 2025 is shaping up to be a struggle for some areas.
We’re comparing June – July 2025 to 2024 to see how consumer behavior has changed year on year.
Key takeaways:
- Spending has increased across the US by +6.96% year-on-year on average.
- The number of transactions has increased across the US by +8.83% year-on-year on average.
- Wisconsin has seen an increase in spending of +3.32%, which isn’t too far off the rate of consumer inflation.
- In Alaska, spending (+17.04%) and the number of transactions (+19.45%) has gone up dramatically year on year kicking other states to the dust.
No state is in the negative in terms of spending year-on-year or the number of transactions, but many states have seen more activity than others.
Foot traffic analysis close up
Diving deeper into the foot traffic data, we’ve seen some usual summer hot spots fall behind the curve this year. Among them are:
Retailers in Orlando, Florida 32830 (area surrounding DisneyWorld) saw a decrease in foot traffic in June of -3.4% and July of -5.5%. This means summer visits were down more than -15% compared to 2019.
In Urban Honolulu, one of the big spots for tourists in Hawaii, visits were more stable this year compared to 2024, staying stable in July with a neglible increase of +0.4% year on year. However, just like retailers in Orlando, the picture is more complicated than it first looks as visits in July in 2025 were down -28.3% compared to 2019.
Chicago, a popular city in the summer, saw visits decrease by -5.2% in June and -4.9% in July. That’s more than -18% lower for both months compared to the same periods in 2019.
Whether it be that consumers are sticking to local travel, or more budget locations, it’s true that spend is up – but locations that flourished the most from it aren’t getting the same number of visitors that they used to. But though visits may be less, visitors that are going are spending more than they used to and spending more often.
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Retail brand insights of summer 2025
Cabela’s
Cabela’s, a sporting goods and camping supplies retailer, has performed well in Q2 in terms of foot traffic visits. Consumers stepped into stores +9.97% more than the same period last year in the height of the spring and beginning of summer. June and July, while not seeing the same sharp increase, have also been fantastic for this retailer.
Why has Cabela’s seen such an uptick? It’s partly because camping is an easy summer vacation option. It’s affordable – all you need to get are camping supplies and you’re pretty much good to go. For those looking to tighten their budget, camping is a fantastic option.
Proof of this can be seen over in Missouri. Cabela’s store on 5555 Saint Louis Mills Blvd in Hazelwood is up +4.90% in our Market Index – outperforming other retailers of the same kind significantly. This may be thanks to the fact many conservation areas in Missouri allow camping.
Target
As Q2 came to an end, Target had positive signs for summer as visits increased by 2.66% year on year. June was an improvement compared to 2024 with an increase of 1.93% and July was even better–giving Target a +3.05% increase in visits.
One of it’s best performing store’s is in Irvine, California. According to our Place Index, which benchmarks stores against their local market, this store outpeforms others by +7.84%!
Home Depot
While Home Depot has seen some positive months previously in 2025, June and July have been less than stellar for this furniture retailer. Americans are looking to have fun in the sun, spend their money on experiences, or wait to make home purchases later in the year.
Q2 was fairly stable with a negilible increase of +0.61%. June wasn’t so welcoming with a decrease of -1.67%. Figures then seemed to stabilise in July.
Costco
Costco had stable visits in Q2 year on year (+0.97%_, but June proved to be a bump in the road with visits decreasing by -1.05% year on year. But as Costco entered July the clouds cleared up and the picture looked much brighter. The retailer ended with visits up by +3.41% year on year.
Party City
Party City thrives during seasonal holidays and summer 2025 proved no exception. While Q2 wasn’t ideal with visits down by -2.06%, and June was even worse, July proved greatly successful as consumers visited more often year on year to buy summer party goods.
Whole Foods Market
Summer 2025 proved to be a bustling period for retail activity, with notable foot traffic increases, especially during the second quarter. Overall, there was a +5.01% surge in foot traffic during Q2, suggesting a thriving retail scene driven by consumer enthusiasm for summer activities. This suggests that more individuals were out and about, visiting shopping centers and contributing to the retail economy.
June was a particularly vibrant month, with a +2.98% rise in foot traffic. This increase could be attributed to summertime excitement, as shoppers prepared for various seasonal activities, such as barbecues and holiday gatherings.
The uptick was even more pronounced in July, with growth reaching an impressive +5.19%. By mid-summer, many consumers traditionally indulge in festivities, and this year was no different; the data showcases how retail sectors effectively capitalized on the season’s demands.
In terms of location-specific performance, the Greenway Town Center in Tigard, OR, stood out with a noteworthy increase of +6.11% in foot traffic.
Walmart
The second quarter (Q2) of 2025 shows an overall increase of +2.01% in foot traffic at Walmart stores, reflecting a promising upward trend in consumer activity. However, it’s important to note that June experienced a slight dip of -0.74%.
Interestingly, July presents a positive rebound, marking a significant rise of +2.68%. This surge could be attributed to increased demand for summer BBQs and party supplies as individuals and families gear up for summer festivities. Popular stores such as BBQ marts, outdoor equipment suppliers, and party planning retailers are likely benefiting from this uptick.
One standout performer during this surge is the Walmart Superstore in Stanford, KY, boasting a remarkable +12.68% on our Place Index compared to its competitors in this area. This location’s growth highlights how big-box retailers are successfully capturing the seasonal demand.
The Road Ahead
The summer of 2025 paints a compelling picture of retail and consumer engagement. With seasonal demand driving foot traffic, particularly towards stores specializing in outdoor and party supplies, businesses have reaped the benefits of heightened spending activities. Region-specific trends underscored the importance of tailoring inventory and strategy to local demands.
As we look forward, the retail industry is poised to adapt further, leveraging these insights to capitalize on upcoming seasonal peaks and emerging consumer behavior patterns. Retailers keen on maintaining momentum will likely focus on enhancing the in-store experience and optimizing stock to meet evolving summer trends. This strategic approach is crucial as summer 2025 sets the stage for an exciting era of consumer retail evolution.
At pass_by, we offer the highest in market accuracy with 94% correlation to ground truth, over 15 data inputs, and a full 90 days of predictive feeds. Sign up to our newsletter so you never miss a report.
