The psychology of summer – Tips for Entrepreneurs and Marketers

Marketing is not just knowing who your audience is but also understanding how they feel. This understanding is the core of mood-based marketing. Studies have shown that emotions play a key role in how consumers make choices, and they often prioritize how a brand makes them feel over a rational consideration. Fewer times of the year emphasizes this than now during summer.

For marketers and brands, this time of year provides a powerful lesson in consumer psychology.

School breaks and travel plans, among other things, stir up emotions such as joy, spontaneity, nostalgia and even a little FOMO (fear of missing out).

What does this mean for your Marketing? You should tap into the mood of summer! Here are

some ways in which summer impacts consumer behaviour and how you can use this knowledge to your advantage.

1. Focus on experiences Psychology: With vacation mode activated, consumers prioritize experiences over material goods. Summer is about feeling something, not just buying something.

Marketing Tip: Frame your product or service as part of a lifestyle moment or memory.

Example of standard messaging: Book now- Day pass rates available.

Example of mood-based summer messaging: Turn your weekend into a memory. Book your beach escape now!

Why it works: Instead of focusing on price or features, the message leans into the emotional experience of freedom or escape which is what people crave in summer. You are selling the feeling, not just the product.

2. Use nostalgia to your advantage Psychology: Summer is tied to childhood freedom i.e. no school, beach days, popsicles, snow cones and more. That nostalgia is a shortcut to emotion and emotion drives purchases.

Marketing Tip:

Incorporate retro visuals, throwback campaigns or storytelling content that evokes those feel-good vibes.

Example for a wellness or spa brand: Long before self-care was a trend, it was grandma’s remedies or coconut oil in your hair and on your feet. We’re bringing that ritual back!

Why it works:

It draws on cultural memories and everyday summer traditions that feel personal and grounding.

3. People are moving!

Psychology: This time of year tends to see more festivals and events as a whole, which triggers the desire for movement, discovery and ‘being outside’. People are more open to travel, events, and new experiences.

Marketing Tip:

Show how your product/service supports or enhances mobility, adventure or freedom.

Example of standard messaging: Reliable, affordable transportation 24/7.

Movement based summer messaging:

Where to next? From beach runs to road trips, your summer escape starts with one ride.

Why it works:

It taps into the desire for spontaneity, freedom and exploration. Instead of just selling a service, it sells the feeling of possibility and adventure.

When your messaging matches how people feel, not just what they need, you connect faster, sell smarter and build deeper trust.

Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR

Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions.

She is also a freelance content writer, advertising copywriter, voice-over talent, media personality.

Follow us on FB & IG @igniteresults Phone:784-432-2223. Email:

igniteresults@gmail.com