The sun comes out. You remember what grass smells like. And just like that, your calendar fills with weddings, patio drinks, cottage weekends, and that one friend’s “casual” birthday dinner that mysteriously ends with you owing $150 and your dignity. Suddenly, your spending habits look less like a budget and more like a heat-induced fever dream.
The problem is, businesses know this — and they’re pulling every psychological lever to make sure your “just looking” turns into “just bankrupt.” Sunshine, serotonin, and scarcity bias are a marketer’s dream team, and together they’ve turned summer into a high-stakes game of financial Jenga.
In this newsletter, we’re unpacking why the summer season makes us spend like tourists at a tiki bar — and, more importantly, sharing a few behavioral strategies to help slap some SPF 50 on your wallet.
Until next time,
Gabrielle and the Summertime Savers at TDL
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Today’s topics 👀
Deep Dive: 💸 What Makes Summer So Spendy?
Field Notes: 🔥 Feel the Finfluence
Viewpoints: ❄️ 5 Tips to Cool Your Costs
DEEP DIVE
💸 What Makes Summer So Spendy?
Suns out, funds out. Sunny skies tend to make us happier — and, in turn, more likely to spend, especially in brick-and-mortar stores. One study points to a serotonin boost as the culprit, fueling that “treat-yourself” mentality.
Heat hedonism. As we covered last time, hot temps can lead to some not-so-hot decisions. When our brains get sun-scrambled, impulsivity spikes while cognitive control melts away, making the tenth ice cream stop of the week feel completely reasonable.
…and FOMO reasons. BBQs, weddings, beach trips, you name it. Summer is packed with social events we can’t bear to skip, no matter the cost. Social identity theory explains why our need to fit in has us drinking the Kool-Aid — or rather, a $20.00 cocktail.
Vacation mindset. Big trips are when budgets go bye-bye, thanks to warm weather upping our willingness to payfor what suddenly feels like a “premium experience.” A $1,000 beachside Airbnb in January feels like robbery… but in August? Now that’s a steal.
Summer sales. “Everything 50% off! Limited time only!” Mid-summer retail slumps push marketers to lean on the scarcity bias, making deals feel fleeting even when they’re not. This now-or-never illusion can nudge us into questionable buys — like seven bathing suits in July before back-to-school ads kill the vibe.
Deloitte’s 2025 survey shows summer travel budgets up 13% from last year, despite cutbacks. Higher-income households ($200K+) remain the biggest spenders, but those earning under $100K raised their budgets the most proportionally.
🔥 Feel the Finfluence
As spending temptations rise with the temperature, social media is adding its own heat to the mix.
Financial influencers — or “finfluencers” for short — are online personalities who provide advice on how to manage money on platforms like YouTube, Reddit, and Instagram. The problem? While some finfluencers offer helpful guidance, others come with hidden agendas or questionable credentials, leaving consumers vulnerable to misinformation and manipulation.
We collaborated with the Ontario Securities Commission (OSC) to better understand the impact of finfluencers, as well as identify mitigation strategies to keep investors protected. Read the full report here.
Smartphone showing a green financial chart resting on a poolside ledge.
Viewpoints
❄️ 5 Tips to Cool Your Costs
Plan to indulge. Regular budgets rarely survive summer. For this final August stretch, put aside a “fun fund” for guilt-free spending. Precommitment reshapes spur-of-the-moment splurges into planned enjoyment, letting you say “yes” without any doubt.
Delay the click. Our sweaty selves sometimes aren’t the best judges of what we need. Set a 24-hour rule for anything not on your list. Want that inflatable flamingo cooler? Screenshot it, close the tab, and revisit tomorrow when your cravings have cooled down.
Make the fall more visible. Autumn may seem miles away, but pumpkin spice season is right around the corner. To curb summer splurges, picture what you’ll want in September — stress-free bills, a fall getaway — to bridge the gap between “fun now” and “regret later.”
Use social influence for good. Team up with a friend for a “spending slowdown” or publicly commit to one small financial goal. When saving for something specific, others are more likely to support you — and you’re more likely to follow through.
Make cheap the default. Big fun doesn’t need a big bill. Start with low-cost plans, like a park picnic instead of pricey patio drinks, so splurges become the exception, not the norm.
The Anchoring Effect ⚓
Why does summer get us spending like drunken sailors? It all comes down to anchoring, even for those of us who are boatless (and, apparently, bottomless).
Anchoring happens when our brains latch onto an initial reference point — even if it’s arbitrary. In summer, higher prices for vacation meals, event tickets, or trendy drinks set new norms. Suddenly, a $15 freshly squeezed lemonade feels “reasonable,” even though we’d balk at that price the rest of the year. Sunshine doesn’t make it cheaper; it just moves the anchor.
