Leisure: Summer Scorecard: Americans Rank Their Favorite Warm-Weather Pastimes

Why the Topic is Trending: Unveiling How Americans Prefer to Spend Their Summer Days

• Ranking of Popular Activities: The article presents a ranked list of 30 classic summer activities based on a new YouGov poll, offering insights into American preferences.

• Surprising Seasonal Preferences: The poll reveals that summer is only the third favorite season for Americans, ranking behind fall and spring.

• Generational and Gender Differences: The article highlights how enjoyment of summer activities varies across different age groups (younger vs. older adults) and between men and women.

• Opinions on Summer Temperatures: The poll also surveyed Americans about their experiences with summer temperatures and their preferred range.

• Strategies for Beating the Heat: The article touches on how Americans cope with high summer temperatures, including the use of air conditioning.

Overview: Ice Cream, Vacations, and Grilling Top Americans' Summer Fun List While summer ranks as only the third favorite season for Americans overall, a new YouGov poll reveals that several summer pastimes are widely enjoyed. Eating ice cream or popsicles and going on vacation are the most beloved summer activities, followed by grilling or barbecuing, road tripping, going to the beach, and taking nature walks. Swimming in a pool is also popular, more so than swimming in the ocean or a lake. Conversely, sports-related activities, both playing and attending, along with sunbathing, are among the least favorite summer pastimes. The poll also uncovered differences in preferences based on age and gender, as well as insights into Americans' experiences and preferences regarding summer temperatures and their methods for staying cool.

Detailed Findings: Exploring Americans' Summer Activity Preferences

• Summer is Third Favorite Season: Only 21% of Americans say summer is their favorite season, ranking behind fall (39%) and spring (26%).

• Top Favorite Summer Activities: Eating ice cream or popsicles and vacationing are the most loved out of 30 classic summer activities.

• Following in Popularity: Grilling or barbecuing, road tripping, going to the beach, and going on a nature walk are also highly enjoyed.

• Preference for Pool Swimming: Many Americans love swimming in a pool, more than swimming in an ocean or a lake.

• Least Favorite Summer Activities: Playing outdoor sports, playing indoor sports, attending sporting events, and sunbathing are the most disliked.

• Age-Based Differences: Younger adults (under 45) are more likely to enjoy water parks, outdoor and indoor sports, amusement parks, and city walks compared to older adults (45 and older). No surveyed activity was significantly more enjoyed by older adults.

• Popular Activities Bridge Age Gaps: Popular activities tend to be enjoyed across age groups. For example, Americans 45 and older are more likely to enjoy city walks than fishing.

• Gender-Based Differences (Men More Likely to Enjoy): Playing outdoor sports, kayaking or canoeing, playing indoor sports, camping, fishing, attending sporting events, and bicycle riding.

• Gender-Based Differences (Women More Likely to Enjoy): Fruit picking, visiting amusement parks, going to the beach, sunbathing, and roasting marshmallows.

• Beach Still More Popular for Men Than Outdoor Sports: Men are still far more likely to enjoy going to the beach than playing outdoor sports.

• Summer Temperatures: 58% of Americans say this summer has been much or somewhat hotter than usual in their area.

• Too Hot Lately: 74% say the past week has been much or somewhat too hot for them.

• High Temperatures Experienced: 81% of Americans report temperatures reaching 90 degrees Fahrenheit or higher in the past week where they live.

• Preference for Lower Temperatures: Only 16% of Americans prefer temperatures in the 90-degree range during the summer.

• Air Conditioning Usage: 90% of Americans have air conditioning in their homes.

• Saving Money by Adjusting AC: 59% of those with AC have at times turned it down or off to save money.

• Environmental Concerns and AC: Around one-quarter with AC have turned it off or down to avoid environmental harm (23%).

• Burden on Electric Grid and AC: A similar proportion (26%) have dialed down the AC to avoid burdening the electric grid.

• Survey Methodology: The online survey was conducted July 1-3, 2025, among 1,019 U.S. adult citizens, weighted to be representative of the U.S. adult citizen population. The margin of error for the overall sample is approximately 4%.

Key Success Factors of Product (Trend): What Makes These Summer Activities Popular

• Enjoyment and Fun: Activities like eating ice cream, vacationing, and grilling are associated with pleasure and relaxation.

• Social Connection: Many popular activities, such as barbecues and beach trips, involve spending time with friends and family.

• Outdoor Engagement: Summer provides opportunities to enjoy the outdoors through activities like nature walks and road trips.

• Tradition and Nostalgia: Some activities, like roasting marshmallows, evoke nostalgic feelings associated with summertime.

• Variety and Options: The list encompasses a range of activities catering to different interests and energy levels.

Key Takeaway: Americans Favor Relaxing, Social, and Food-Related Activities During the Summer, While Preferring Cooler Temperatures The YouGov poll reveals that Americans primarily enjoy relaxed, social, and food-centric activities during the summer months, with eating ice cream and vacationing topping the list, while they generally find the current summer temperatures to be hotter than usual and often too hot.

Main Trend: The Pursuit of Leisure and Comfort in the Summer Season The article highlights a core trend of Americans prioritizing leisure, relaxation, and comfort during the summer months, often through activities that involve food, socializing, and escaping the heat.

Description of the Trend: Seeking Summer Bliss: The Focus on Relaxation and Enjoyment This trend describes how Americans, during the summer season, tend to gravitate towards activities that offer relaxation, enjoyment, and a break from their regular routines. This often involves indulging in seasonal treats, spending time with loved ones, and engaging in pastimes that are traditionally associated with warm weather and leisure.

What is Consumer Motivation: Seeking Fun, Escape, and Connection During Warmer Months

• Desire for Fun and Enjoyment: Summer is often seen as a time for lightheartedness and pleasure.

• Need for Relaxation and Escape: Many look to summer as an opportunity to unwind and take a break from work and daily stresses.

• Social Connection and Spending Time with Loved Ones: Warmer weather facilitates outdoor gatherings and opportunities to connect with family and friends.

What is Driving Trend: Warmer Weather and Seasonal Traditions

• Favorable Weather Conditions: Summer offers warmer temperatures and longer daylight hours, making outdoor activities more appealing.

• Established Seasonal Traditions: Many summer activities, like barbecues and vacations, are deeply ingrained in American culture.

What is Motivation Beyond the Trend: The Fundamental Human Need for Leisure and Social Connection

• The Innate Need for Rest and Recreation: Engaging in leisure activities is essential for physical and mental well-being.

• The Social Nature of Humans: Connecting with others and sharing experiences is a fundamental human desire.

Description of Consumers Article is Referring: Americans Enjoying Summer Leisure Activities

Summary Snapshot: Key Characteristics of Americans Participating in Summer Activities

• Value Relaxation: Prioritize activities that are enjoyable and stress-free.

• Socially Inclined: Often engage in activities with family and friends.

• Enjoy Seasonal Treats: Eating ice cream and barbecuing are popular.

• Seek Outdoor Experiences: Enjoy activities like beach trips and nature walks.

Concluding Thoughts on the Audience: Embracing the Laid-Back Vibe of Summer Americans, as depicted in the poll, approach summer with a desire for relaxation, social connection, and the enjoyment of classic warm-weather pastimes. They seek activities that allow them to unwind, spend time with loved ones, and savor the season.

• Who are them: U.S. adult citizens who participated in the YouGov poll.

• What kind of products they like: Ice cream, barbecue supplies, travel-related items, beach gear, swimming equipment, comfortable clothing for warm weather.

• What is their age?: Spans across all adult age groups, with some preferences differing by age.

• What is their gender?: Includes both men and women, with some activity preferences varying by gender.

• What is their income?: Likely a diverse range of income levels as summer leisure activities appeal broadly.

• What is their lifestyle: Varies greatly, but in the summer, many prioritize outdoor activities, social gatherings, and relaxation.

• What are their shopping preferences in the category article is referring to: Likely purchase items related to their favorite summer activities, such as food, beverages, travel accommodations, and recreational gear.

• Are they low, occasional or frequent category shoppers: Varies depending on the specific activity, but many engage in seasonal shopping for summer-related goods.

• What are their general shopping preferences-how they shop products, shopping motivations): Can be influenced by weather forecasts, seasonal promotions, and recommendations from friends and family. Seeking convenience and products that enhance their summer enjoyment.

Implications for Brands: Capitalizing on Summer Leisure and Preferences

• Food and Beverage Industry: Promote products like ice cream, grilling supplies, and refreshing drinks.

• Travel and Hospitality Sector: Market summer vacation destinations and experiences.

• Outdoor Recreation Gear Retailers: Focus on products related to beach trips, nature walks, swimming, and road trips.

Implication for Society: Summer as a Time for Shared Enjoyment and Relaxation

• Cultural Emphasis on Leisure: Summer is widely recognized as a season for taking breaks and enjoying recreational activities.

Implications for Consumers: Planning for Summer Fun and Comfort

• Making Choices Based on Personal Preferences: Individuals will likely prioritize activities they find most enjoyable.

• Considering Ways to Stay Cool: With rising temperatures, consumers will need to factor in ways to beat the heat.

Implication for Future: Continued Importance of Summer Leisure in American Culture

• Seasonal Activities Will Remain Popular: The tradition of enjoying specific activities during the summer is likely to continue.

Consumer Trend: Seasonal Escapism and Enjoyment During specific seasons, like summer, consumers tend to prioritize activities and purchases that offer a sense of escape, relaxation, and enjoyment.

Consumer Sub Trend: Social Connection Through Leisure Many popular leisure activities, especially in the summer, are centered around spending time and connecting with family and friends.

Big Social Trend: The Enduring Appeal of Traditional Pastimes Despite new technologies and entertainment options, classic activities like eating ice cream and vacationing remain highly popular.

Worldwide Social Trend: Seasonal Variations in Leisure Activities Across the globe, people tend to adapt their leisure activities based on the changing seasons and weather conditions.

Social Drive: The Desire for Happiness, Relaxation, and Connection Ultimately, consumers are driven by the fundamental human desire for happiness, relaxation, and meaningful connections with others.

Learnings for Brands to Use in 2025: Key Learnings for Brands During Summer

• Focus on Leisure and Enjoyment in Marketing: Emphasize the fun and relaxing aspects of your products.

• Highlight Social Connection Opportunities: Position your products as enhancing time spent with loved ones.

• Acknowledge and Address the Heat: Promote products that help consumers stay cool and comfortable.

Strategic Recommendations for Brands to Follow in 2025: Winning Over Summer Consumers

• Develop Summer-Themed Marketing Campaigns: Align your messaging with popular summer activities and the desire for relaxation.

• Offer Products and Promotions Relevant to Top Summer Activities: Cater to what consumers are planning to do and enjoy during the season.

• Highlight Solutions for Beating the Heat: Position your products as ways to stay comfortable during warmer temperatures.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The ranking of Americans' favorite summer activities underscores the enduring trend of seasonal escapism and enjoyment, urging brands and companies in 2025 to align their marketing with leisure, social connection, and solutions for the heat to effectively resonate with consumers seeking to make the most of the warmer months.

Final Note:

• Core Trend: Seasonal Escapism and Enjoyment: Prioritizing leisure and comfort during the summer.

• Core Strategy: Align Marketing with Summer Activities: Focus on fun, relaxation, and social connection.

• Core Industry Trend: Summer as Peak Season for Many Sectors: Travel, food, and recreation industries see increased activity.

• Core Consumer Motivation: Seeking Happiness, Relaxation, and Connection.

Final Conclusion: Americans' Summer Preferences: A Guide for Brands The YouGov poll provides valuable insights into how Americans prefer to spend their summers, highlighting a focus on simple pleasures, social connections, and ways to beat the heat. For brands, understanding these preferences is key to developing effective marketing strategies and offering products that resonate with consumers seeking to enjoy the quintessential summer experience.

ore Trend Detailed: Chasing the Sun: The Essence of Seasonal Escapism The Core Trend of Seasonal Escapism and Enjoyment describes the powerful human desire to embrace the distinct characteristics of a particular season, in this case, summer, as an opportunity to break from routine and engage in activities that offer relaxation, pleasure, and a sense of escape. This trend is characterized by a focus on leisure, often involving travel, spending time outdoors, indulging in seasonal treats, and participating in pastimes traditionally associated with the warmer months, all driven by a fundamental yearning for enjoyment and a temporary departure from the everyday demands of life.

Key Characteristics of the Core Trend: Defining the Summer Escape Mentality

• Anticipation of a Break from Routine: Summer is widely viewed as a time to step away from work, school, and regular obligations, fostering a sense of anticipation for leisure time.

• Focus on Enjoyment and Pleasure: Activities are often chosen based on their ability to provide happiness, fun, and a general sense of well-being.

• Embracing Warm Weather and Outdoor Activities: The favorable weather conditions of summer encourage participation in outdoor pursuits, from swimming to hiking to simply relaxing in the sun.

• Indulging in Seasonal Treats and Traditions: Specific foods and traditions associated with summer, like ice cream and barbecues, become central to the seasonal experience.

• Desire for Relaxation and Reduced Stress: Many seek out summer activities as a means of unwinding, reducing stress, and recharging before returning to their regular routines.

Market and Cultural Signals Supporting the Trend: Signals of Summer's Leisurely Allure

• Increased Travel Bookings and Tourism During Summer Months: The travel and hospitality industries experience peak activity during the summer, indicating a strong consumer desire for vacation and escape.

• Seasonal Marketing Campaigns by Brands Across Various Sectors: Companies often tailor their marketing efforts to align with popular summer activities and the desire for leisure.

• Cultural Emphasis on Summer Vacation and Breaks: Popular culture often portrays summer as a time for relaxation, travel, and enjoyment.

• Increased Social Gatherings and Events Focused on Summer Activities: Barbecues, beach parties, and outdoor festivals become more prevalent during the summer.

How the Trend Is Changing Consumer Behavior: The Impact of Seasonal Escapism on Summer Activities

• Prioritization of Leisure Spending: Consumers often allocate a significant portion of their discretionary income towards summer-related activities and purchases.

• Increased Engagement in Social Activities: Summer facilitates more frequent gatherings and outings with family and friends.

• Demand for Products and Services That Enhance Summer Enjoyment: Consumers seek out items like swimwear, outdoor gear, travel accommodations, and seasonal foods and beverages.

• Greater Willingness to Try New Experiences: The spirit of summer escapism can lead to a greater openness to trying new activities and destinations.

Implications Across the Ecosystem: The Ecosystem of Summer Leisure

• For Brands and CPGs: Opportunity to market and sell products that are directly related to popular summer activities and the desire for enjoyment, such as food, beverages, sunscreen, and outdoor gear.

• For Retailers (Travel & Hospitality): Peak season for travel agencies, hotels, resorts, and tourism-related businesses, requiring them to cater to the influx of vacationers seeking escapism.

• For Consumers: Increased opportunities to relax, socialize, and enjoy warmer weather through a variety of leisure activities, contributing to overall well-being.

Strategic Forecast: Looking Ahead: The Future of Seasonal Escapism

• Continued Emphasis on Experiences Over Material Goods: The focus on summer enjoyment will likely continue to drive spending towards travel and activities rather than just physical products.

• Rise of "Staycations" and Local Exploration: While travel will remain popular, there may also be a growing trend towards exploring leisure opportunities closer to home.

• Increased Demand for Sustainable and Eco-Friendly Travel and Recreation Options: Consumers may increasingly seek out ways to enjoy summer while minimizing their environmental impact.

Areas of innovation (implied by article):

• Curated Summer Vacation Packages: Travel agencies and resorts developing specialized packages that cater to specific interests and age groups seeking summer escapes.

• Enhanced Outdoor Recreation Gear: Companies innovating with new and improved products that make summer activities like hiking, swimming, and camping more enjoyable and comfortable.

• Creative and Convenient Food and Beverage Options for Summer Gatherings: Brands developing easy-to-transport and prepare foods and drinks perfect for barbecues and picnics.

• Technology-Enhanced Summer Experiences: Apps and digital tools that help consumers discover local summer events, plan outdoor activities, and share their experiences.

• Accessible and Inclusive Summer Leisure Options: Efforts to make summer activities and destinations more accessible to individuals of all abilities and socioeconomic backgrounds.

Final Thought (summary): A Relaxing Conclusion: Embracing Summer's Getaway Spirit The trend of Seasonal Escapism and Enjoyment is a testament to the human need for periods of respite and pleasure, and summer serves as a prime opportunity for Americans to embrace this desire. By prioritizing leisure, social connection, and activities that allow them to savor the warmer weather and a break from routine, consumers actively seek out ways to make the most of the season, creating a vibrant and dynamic market for related products, services, and experiences.

Source: https://today.yougov.com/society/articles/52487-rank-americans-favorite-summer-activities