It will be Memorial Day before you know it. And with the unofficial start to the summer season almost upon us, shoppers are looking forward to cookouts, pool parties, frozen treats – and deals to help pay for it all.
The cash-back app Ibotta surveyed more than 1,400 users to find out what they’re looking forward to, what they’re worried about, and what they expect brands to offer them this summer. Its “Summer Outlook 2025” found that economic concerns are overshadowing some of their users’ summer vibes this year. 82% of respondents expect grocery prices to be higher than last summer. And three-quarters consider the economy to be fair or poor, with only 5% saying it’s good and exactly zero calling it “excellent.”
“In such an uncertain economic environment, consumers are likely to be more cautious with their spending,” Ibotta noted. “These concerns are contributing to a higher need for savings, especially for the upcoming summer season.”
92% of shoppers said it’s important for them to save money this summer. And three-quarters said it’s even more important this summer than last. Some are taking matters into their own hands, by cutting back on their spending. 60% said they plan to make less impulsive purchases, 59% will cook more meals at home, and 41% are focusing only on grocery necessities.
But they also expect brands to meet them halfway. 64% said cash-back savings are even more important to them in the summer months, with 74% saying they plan to look for those offers more regularly. So Ibotta says brands that are stingy with the savings need to step up. “Navigating the delicate balance between capturing the excitement of summer spending and addressing consumers’ heightened price sensitivity due to economic pressures demands more than just sunny-day marketing,” Ibotta advises.
Of course, it stands to reason that Ibotta users are going to be interested in cash-back offers. And it’s to Ibotta’s benefit if brands offer more of them. But with prices a growing concern for grocery shoppers, Ibotta’s report is not entirely self-serving, since brands that offer fewer deals could find themselves with fewer customers.
Consider consumer behavior when it comes to eggs. That’s a grocery staple that’s seen huge price increases, in a category where there aren’t a whole lot of name brands that can offer coupons or cash-back deals. Ibotta made its own offer earlier this year, giving users cash back on the purchase of eggs. Offers started at $2.50, the approximate difference between the national average price for a dozen eggs at that time, and a year prior. Ibotta’s data, gleaned from receipts submitted by users, showed that the average cost for a dozen eggs at that time was $5.65, compared to just $3.23 the previous year, a jump of 75% in one year.
A recent report by Numerator found that prices continued to rise in the months after that, reaching an average of $6.54 in March, an increase of 82% year-over-year. “Although egg prices are starting to drop, higher-than-normal prices are expected to continue into summer 2025,” Ibotta noted.
And when buyers can’t find deals, they’ll often buy something else. Ibotta’s data shows a 15% increase so far this year in purchases of alternative high-protein breakfast items like egg substitutes and yogurt. And Numerator found that shoppers are buying fewer eggs overall, and fewer premium eggs. Sales of higher-priced cage-free, free-range, pasture-raised and organic eggs have all dropped so far this year, with most egg buyers now saying they opt for standard eggs, or whatever is cheapest.
This coming summer, shoppers will be looking to save on more than just eggs. Ibotta’s receipt data shows that sales of frozen treats, barbeque items and healthier foods like fresh produce rise in the summertime. So Ibotta says brands that offer deals on the products that shoppers want, stand to gain this summer. “By incorporating cash back offers into their summer marketing strategies, brands can not only attract new customers but also foster loyalty among existing ones,” Ibotta advises.
“The current economic climate — with inflation, supply chain disruptions and evolving trade policies — has had a real impact on the grocery market, shaping consumer behavior in real time,” Ibotta’s Chief Revenue Officer Chris Riedy said in a statement. “We’re seeing a level of fatigue across the board, with consumers feeling the strain about the economy and actively looking for ways to stretch their buying power.” By understanding shoppers’ buying habits and seasonal patterns, brands can tailor their promotions to “connect with customers and meet them where they are.”
And if brands use Ibotta to get those offers out there, Ibotta won’t mind at all. And its 1,400 survey respondents, who speak for tens of millions of other Ibotta users, likely won’t mind either.
Image source: Ibotta
