Omnisend Research Finds 58% of Americans Are Replacing Summer Travel with Small Treats

As the cost of a summer vacation – and everyday expenses – continues to climb, many Americans are skipping the getaway altogether and finding smaller ways to treat themselves instead. A new survey of 1,075 U.S. consumers by Omnisend found that 34% are opting for a staycation this summer (either staying home or taking local trips) over a full-fledged trip due to rising costs of both travel and everyday expenses back home. Among those spending less on travel this year, 10% say it simply doesn’t feel worth the cost right now. 

However, consumers aren’t completely giving up on discretionary spending either. 58% say rising travel costs have made them more likely to treat themselves to smaller purchases instead. The most popular “little treats” include apparel (17%), takeout (13%), restaurant meals (11%), local experiences (11%), and even premium groceries (8%).

“We’re seeing the ‘lipstick effect’ in action as consumers skip big-ticket purchases but continue spending on smaller luxuries that still provide a sense of reward,” says Marty Bauer, Ecommerce Expert at Omnisend. “The difference is that those ‘little treats’ aren’t all that luxurious. They’re takeout, premium groceries, or a meal out. When everyday costs keep climbing, even ordinary comforts can start to feel like indulgences.”

What this means for retailers 

The data suggests consumers are saying no to large purchases more often than they’re saying no to spending altogether. Bauer recommends highlighting lower-priced products, pairing them into value bundles, and making it easy for customers to justify a purchase by showing how it fits into everyday life.