Pierce Mattie’s Forecast of The Top 10 Consumer Trends for Summer

With the economy in a state of flux, retailers, vacation hot spots and consumer goods’ manufacturers have been anxiously waiting to find out about the consumer trends for summer. This year, due to the extended winter season, summer has been the last thing on people’s minds. While shorts, flip-flops and bright colors usually can be seen on Broadway right after Easter, this year people are still wearing their winter coats.

Here’s what made Pierce Mattie’s hot list this year:

1. Expensive airbrushing is out and self-tanning is in. Summer skin will be muted with self-tanners showing a softer side of bronze this year. Consumers who spent upwards of $70.00 a session to keep that glow for one week last summer, will find themselves at their local pharmacy getting a tube of sunless tanner from DHA, Hawaiian Tropic or Jergens for under $10.00.
2. Understated highlights will replace Versace vixen, foregoing the bold and demarcated styles of seasons past. Consumers will opt for the affordability of a subtle style’s longer lifespan versus the high upkeep of brighter looks. Teens are expected to look into classic favorites like Sun-In, with parents following the do-it-yourself trend.
3. Costume jewelry will continue to be the rage with semi-precious stones being outside of most consumers’ price range. Look for jewelry made of acrylics and plated metals to see a growth in sales. Brands like Ben-Amun by Isaac Manevitz and pieces like Kate Spade’s "Mariposa Fleur" Butterfly Bangle will gain popularity. This jewelry trend is expected to last through the holiday season of 2010.
4. Coupons and value-added shopping will forefront in consumers’ minds, with sales reaching record peaks during the summer season. It will be one red, white and blue sale after another. Consumers who favor gifts with purchase at the cosmetics counter will be in luck—rumor has it that those leftover goodie bags from this winter will reappear on the selling floor before June.
5. With massive layoffs and cutbacks, it will be no surprise to see some executives taking an extended summer off working on their resumes while sunning at the beach. This translates into higher sales for sunscreen brands like Coppertone, Banana Boat and La Roche-Posay.
6. Exercise is one of the best stress relievers and right now everyone needs to decompress. This summer, more and more people will be hitting the gym to burn off steam. Rather than stay solo on the cardio machine, don’t be surprised to see health club members heading to the classroom for a dose of group exercise. This summer people want to feel like they are part of a group and belong, more so now than ever before. A 60 minute spin class at your neighborhood gym can be just the trick to get your psyche back into the right gear.
7. The best stress buster next to reading a trashy romance novel is making love. That’s right—birth control brands such as Trojan, Durex and Lifestyles will see an increase in sales as love making will help to ease mounting financial tensions. And for the unemployed, what better way is there to spend excess free time? Playful lubricants and sex accessories from brands such as Booty Parlor, I.D. Lube and Astroglide will also see an increase in sales.
8. Vodka goes with just about everything from that Bloody Mary at brunch to the Cosmo at sunset. Spirit companies can expect to see an increase in purchases of their low to mid-tier brands like Svedka, Absolut and Smirnoff.
9. Many people reach for comfort foods in stressful times and this recession will not be an exception. Expect to see an increase this summer in the adverse Atkins suggestions: bread, candy, chocolate and spaghetti. Inexpensive, familiar, and bringing with them pleasant memories of childhood, comfort foods help consumers feel safe in an unsure world.
10. The economy has driven comfort to the forefront and you’ll find consumers being drawn to distressed denim and boyfriend jeans as their fashion statement of choice. This hot style has re-emerged from the 80s in brands like True Religion Brand Jeans and Levi’s.

Consumers’ purchases are becoming increasingly reflective of their moods and psychological state. Affordable brands that create a sense of stability and safety, that are at the same time fun, engaging and offer an escape from the challenges of the world, will win in this economy.