Consumers will often loosen their purse strings during the summer months if it means they can spend time with their families, it has been claimed.
Kit Yarrow, a consumer psychologist, made her comments to usatoday.com, noting that the onset of the extended holiday time brings with it a shift in attitudes. For firms putting together a new email marketing campaign over the next few months this could prove to be beneficial.
"People tend to feel released from obligations in the summer. People rationalise a lot of spending under the umbrella of 'doing it with the family'," said Ms Yarrow.
Many brands attempt to take advantage of this trend by offering family-themed events or experiences at discounted rates in a bid to attract value-conscious parents and their children.
While families' greater inclination to spend may form a significant part of the summer's attraction for advertisers; another area that helps retailers to up their revenues during this period is by appealing to holidaymakers.
According to a TripAdvisor survey reported by dailyrecord.co.uk, 90 per cent of British people will spend money on themselves ahead of a holiday, with 15 per cent splashing out £250 or more.
Scarlett Hill, 21, spends an average of £700 before a vacation. She said: "When you work hard all year you definitely want to look your best when you go on holiday - and you deserve to."