Large-scale social events and experiences are underway. There’s an insatiable desire for vacations, and consumers are planning to update their wardrobes, bust out the BBQ, and sip drinks in the sun - Summer 2022 is going to be hot! With Out of Home audiences well and truly back, brands are making the most of its unique and attention-grabbing canvas to connect with the public at large and reclaim the summer.
By Elizabeth Quach, Senior Research & Insight Manager
Consumer demand for leisure and entertainment is sizzling up for summer. This is the second biggest retail occasion of the year, with the period generating £8.7 billion. So hot, the occasion has reported an outstanding bounce back from last year, with a 17%pts increase in retail spend.
Clear Channel’s latest Retail Occasions release explores warm-weather loving consumers’ interest and excitement for the season. The nation will experience a surge in outdoor hangouts, experiences, festivals, and travel. It’s a fantastic opportunity take advantage of Out of Home’s real-world relevance in these environments to inform, inspire and delight audiences.
The summer of spend
As Brits begin to plan for their summer events, retail spend will also entail. Summer wardrobes will need to be revamped and food & drink items will be dotted on the shopping list to bring to social hangouts. Summer clothing retail penetration is up 7%pts YoY to 35%. GlobalData also reported 37% of consumers spent more on BBQ & picnic food than before. As the days get longer and warmer, growing excitement will continue.
After not being able to attend live events in-person, this will be the first restriction-free summer for large scale music and cultural events, and consumers are eager to return. Music concerts and festivals hold the widest appeal with 1 in 3 saying they are interested in attending*. There is a build-up of exhilaration and anticipation for in-person events that brings audiences together to celebrate a common interest, and to support their favourite artists.
Aloha, Hola, Ciao
Travel is back with a bang in 2022 as a whole host of the best holiday destinations open up to travellers who wish to start exploring again. This will be the first time in years for many. 45% agree it is important to take at least one vacation abroad this summer. Consumers are feeling well prepared and do not have lingering concerns of Covid restrictions for their holidays. Comfort levels with everyday activities including eating at a restaurant, shopping and visiting busy areas are averaging stronger than ever compared to twenty-four months ago. Compared to May 2020, appetite for risk currently scored at a 3.0 out of 4.0 (+1.1)*.
So, now is the optimal time to excite shoppers with deals, gather music lovers together and appeal to travellers with tempting holiday breaks. Out of Home is perfectly placed in all those physical spaces where audiences meet, plan and buy their summer essentials, and enjoy the best of the season with friends & family. With Out of Home audiences well and truly back, it’s the hottest platform in town for re-connecting with consumers and reclaiming the summer.
Source: GlobalData Summer Insights 2021 *VisitBritain April 2022 and Mintel 2021
Want to know more on Summer?
Visit our Retail Occasions hub for all the low-down, or get in touch with our team using the form below to find out how you can activate shoppers around summer.
Stay tuned for more updates on other Retail Occasions. We’re already working on uncovering the latest insights for Back to School, Halloween, Black Friday and Christmas.
Visit the hub to access the latest data as it’s released.