- Circana
- Apr 24
- 2 min read
If summer brings the heat, so do some product categories. Circana’s research shows that shoppers fill their carts with traditional summer favorites while also showing interest in other buzzworthy items as they kick off the season.
It’s shaping up to be a busy summer in the U.S., with festivities that include Memorial Day, Father’s Day, and this year’s Fourth of July marking the 250th anniversary of the signing of the Declaration of Independence. As consumers celebrate special occasions, take vacations, and simply enjoy getting together during this time of year, they are making waves in certain segments.
Upping the SPF
Circana’s data shows that the prestige sunscreen market outpaced the mass sunscreen market last year in both dollar and unit growth. Dollar sales of prestige skincare sunscreens increased by 11% in the two weeks leading up to Memorial Day in 2025, while mass skincare sunscreens dipped 2% in that same time frame.
Sweater weather isn’t just for autumn
In 2025, dollar sales of sweaters grew across men’s, women’s, and kids’ apparel sectors. Shoppers went for versatility and the layered look for days and nights when temperatures cooled a bit.
Cheers to premixed cocktails
Although alcohol sales have been somewhat tepid, premixed cocktails were a hotspot during last year’s start to the season. During the week of Memorial Day-related shopping in 2025, premade cocktail units surged 22%, volume rose 24%, and dollar sales climbed 26% compared to the holiday run-up in 2024. Circana’s recent Share of Sip: Mapping the Beverage Evolution report found that premixed cocktails continue to perform well, up 15% in unit sales from November 2024 to November 2025 and landing in the top 20 retail categories based on year-to-date complete store unit growth. But don’t dismiss the summertime staple of beer: lagers came in first in the ranking of top Memorial Day-related categories for the week preceding Memorial Day in 2025, with a $52 million week-over-week dollar lift.
Cups runneth over
In addition to premixed cocktails, consumers are stocking up on disposable cups as they entertain at home or gather with friends on Memorial Day and through the summer. Disposable cups ticked up 5% in units during the four weeks ending May 31, 2025. On a year-to-year basis, disposable cups topped the list of Memorial Day-related categories, ahead of plastic cutlery, waxed paper, T-bone beef steaks, tri-tip beef cuts, and yellow potatoes, respectively.
Whatever they are putting in their physical or digital carts to celebrate the beginning of summer, many shoppers intend to share in the fun. More than half (57%) of consumers told Circana that they planned to celebrate Memorial Day in 2025 by getting together with a few close friends or extended family.
