Spending habits during winter and summer are very different. Winter is known for big purchases, especially around Christmas. However, summer brings a different kind of buying behaviour. During summer, customers become more spontaneous, making smaller, everyday purchases. Many of these purchases are caused by FOMO – the fear of missing out. Businesses that understand this mindset can create campaigns that encourage customers to act while the opportunity feels relevant.
Why Do People Get FOMO in Summer
FOMO is often about missing out on moments rather than specific products. People see others on holidays, at festivals and enjoying outdoor activities on social media. Even if a customer originally wasn’t planning to buy, seeing others enjoy the season creates a desire to take part. Longer daylight hours create a feeling that more is happening in the day. Because summer is limited to a few months a natural deadline is created. A combination of these aspects makes customers feel like they are missing out when everyone else is making the most of the season.
Why This Changes Buying Behaviour
During winter purchases are often planned and gift-driven, so customers know what they want to buy before visiting websites and browsing for products. Summer is more lifestyle-focused and spontaneous, customers are much more willing to buy smaller, affordable items that enhance experiences. This means that convenience and speed should be a priority for your website. Customers need to be able to purchase quickly, without a complex website slowing them down, which can reduce their spontaneity.
How Businesses Can Use Summer FOMO Ethically
The key to using summer FOMO effectively is to focus on practical marketing tactics rather than general seasonal marketing. You could achieve this by highlighting how your product enhances summer experiences. This could be through authentic customer stories, user-generated content or lifestyle imagery that people can relate to. To encourage more spontaneous purchases, introduce booking windows and seasonal availability. Make sure you are using messaging that celebrates opportunities rather than creates unnecessary pressure for customers, as this can cause them to lose trust.
- Avoid false scarcity
- Be honest about deadlines
- Let the season create urgency naturally
- Build trust rather than pressure
Summer FOMO isn’t about convincing people to buy something they don’t need—it’s about recognising that seasonal emotions naturally influence decision-making. Brands that understand why customers behave differently during the summer can create timely, relevant campaigns that encourage action while building trust and lasting relationships.