Hot Summer Trends: What to Expect from eCommerce Shopping in 2024

Summer is here – bright colors, festive styles, and versatile pieces will soon return in style! Brands and savvy shoppers can gear up for a vibrant wave of new trends and fresh collections. The season promises to be particularly exciting, with visual search making it easier than ever to find and purchase the perfect items. Read on to see how brands can deliver effortless shopping experiences and how consumers can bag the right products for a memorable summer in 2024.

What’s Hot and Happening This Summer

This summer’s trends are a fusion of past inspirations and contemporary elements. Fashion takes a nostalgic turn with the resurgence of high-rise trousers, polos, and transparent skirts, echoing a 90s throwback alongside a prevalent trend of crisp white attire. In the jewelry scene, vibrant colorful beads, ear cuffs, and floral accessories steal the spotlight, while layered, ocean-inspired, wooden, whimsical, and mismatched pieces inject a dose of individuality. For home décor enthusiasts, botanical elements, playful patterns, and raw materials reign supreme, with saturated colors and Japanese influences creating spaces infused with vibrancy and tranquility. Summer 2024 seems to be all about celebrating nostalgia, individuality, and harmony with nature.

Even with a focus on standing out, consumers are becoming more mindful of their purchases. Movements such as de-influencing and no-spend challenges are gaining momentum, countering the pervasive consumerism propagated by social media. There is also a notable shift towards prioritizing experiences over possessions, with 42% of customers opting to invest in memorable moments. This inclination is reinforced by nearly half expressing confidence in their financial prospects for the year ahead. This sets the stage for a summer marked by meaningful experiences but prudent financial decisions.

Strategies to Seize the Summer

While following trends is important, success hinges on employing the right strategies. Without a well-executed approach, you might overlook opportunities and fail to engage effectively. The following are some of the ways you can maximize shopping for the season:

1. Create a summer capsule wardrobe

Shoppers may be at a loss on how this year’s summer should look – you can remedy that with a summer capsule collection. The approach can reduce decision fatigue, ultimately promoting mindful consumption and a sense of confidence in style choices. To build a summer capsule wardrobe, you can select versatile and timeless pieces that can be mixed and matched for various occasions such as lightweight fabrics and neutral colors. This will make it easier to envision the perfect summer and find seasonal must-haves. Featured images can be made instantaneously shoppable and shop similar carousels, such as in the case of Luisaviaroma’s summer collection, can lead to more products that appeal to individual tastes and preferences. 

2. Find the perfect festival fashion look

Exciting festivals fill the calendar season, with Coachella, Glastonbury, and Lollapalooza as prime examples. Besides catching must-see musical acts and performances, these occasions also influence lookbooks, with boho chic, neon colors, and floral prints filling inspiration galleries. There is an emphasis on relaxed vibes that blend in the background and make a statement, be it through flowy dresses, earthy tones, or whimsical accessories. Brands can leverage social media – where 41% of shoppers discover products – to showcase their trendy summer items, inspiring customers with curated festival looks. Detailed product descriptions and high-quality images can help shoppers find items that capture the vibe, like in the case of Chow Sang Sang’s summer selection, making it effortless to get into the festival mood.

3. Flaunt trendy summer accessories

During scorching months, showcasing accessories like oversized sunglasses, chic hats, and vibrant beach bags becomes essential for making a style statement. Your brand can take the accessory game to the next level by integrating augmented reality (AR) technology so customers can instantly see how different sunglasses or hats complement their outfits. Prada not only lets customers inspect accessories with high-resolution images but also offers a virtual try-on option. AR product experiences are 200% more engaging, offering twice the level of interaction compared to their non-AR counterparts.

4. Transform your outdoor space for summer

Elevating your space for summer gatherings is key to creating lasting memories with loved ones – you can update patios with cozy seating areas or add vibrant plants and decor to balconies and gardens. Brands can inspire customers with visually captivating content showcasing a variety of products and design ideas, while practical tips and DIY project ideas empower individuals to personalize their spaces. Next offers a diverse range of outdoor furniture, decor, and accessories, ensuring customers can easily find everything they need to create their ideal outdoor retreat.

5. Pack the perfect summer picnic

Preparing the perfect summer picnic involves more than just choosing tasty food and a scenic spot – it also requires thoughtful planning. A helpful guide on packing essentials can build a checklist for customers. The shopping journey can be effortless: simply click on a picnic basket and receive product recommendations that complete your setup, thanks to automated tags and items that have historically sold well with similar shoppers. You can prevent lost profit from stockouts by also using recommendation engines that direct shoppers to similar items, exemplified by Walmart. By providing all the necessities for a memorable picnic, brands can empower customers to enjoy summer outings with convenience and style.

6. Upgrade your summer workout gear

Upgrading your summer workout gear is essential for maintaining comfort and motivation during outdoor exercise. Brands can highlight popular summer workout clothes like moisture-wicking tops, breathable shorts, and supportive sports bras, all designed to keep you cool and dry. Additionally, include popular equipment such as resistance bands, yoga mats, and water bottles to enhance your workout routine. A curated selection doesn’t have to stay within the confines of your eCommerce site – you can also inspire customers to stay active through dynamic emails that showcase available products that appeal to their tastes. In Decathlon’s case, the brand is also appealing to the eco-conscious with gear that leaves little environmental footprint.

7. Prepare the perfect beach vacation essentials

Preparing for the perfect beach vacation involves packing key items like swimsuits, flip-flops, and beach towels, as well as sun protection essentials such as sunscreen, sunglasses, and a wide-brimmed hat. Retailers can make vacation prep easier for customers by creating curated collections of beach essentials and providing practical tips. Tally Weijl has a dedicated page for holiday clothes, complete with inspirational photos by the sea. Filters can also come in handy when zeroing in on trendy items, be it coverups with wild prints or swimwear with sculpted shapes.

8. Host a memorable summer party

Have friends over for a party to remember – choose a vibrant theme like a tropical luau or garden picnic, and decorate with bright string lights and floral centerpieces to create a festive atmosphere. Use outdoor-friendly tableware such as melamine plates and acrylic glassware, paired with stylish tablecloths and napkins. Meanwhile, retailers can inspire customers by showcasing summer party essentials and guides. For Farfetch, a way to capture customer attention is through a summer edit, complete with filters for decor and dinnerware.

9. Upgrade your go-to travel pieces

Stay chic but ready for adventure, whether you’re exploring a bustling city or relaxing in a tropical paradise. For city breaks, pack versatile essentials like tailored trousers, chic blouses, a lightweight jacket, comfortable walking shoes, and a stylish crossbody bag. For tropical getaways, opt for breathable fabrics, swimsuits, sundresses, sandals, a wide-brimmed hat, and a beach bag. If customers are unsure where to go and what to pack, brands can jumpstart the search with images that can be used through visual search. Fashion Nova uses this approach to surface apparel and accessories perfect for the destination.

10. Discover your dream wedding outfit

Want to look back at the most special day for love basking under warm sunlight and donning an elegant attire? Finding your wedding outfit is an exciting journey, whether you’re attending as a guest, standing by the bride’s side as a bridesmaid, or preparing to say “I do” yourself. Don’t forget to accessorize with statement jewelry, chic clutches, and stylish footwear to complete your ensemble. Retailers can prevent decision paralysis with helpful sizing guides, fabric details, gem cuts, and styling tips so that they step into the venue and pose for the camera with confidence and ease. Rare Carat makes it even easier with an on-site chat option that can help shoppers create their perfect pieces.

Ready, Set, Summer!

Whether you’re revamping your wardrobe, planning a getaway, or hosting a gathering, remember to infuse your summer with joy, style, and a touch of adventure. With the right trends, tips, and inspiration, your summer is sure to be filled with fun and fashion-forward moments. Here’s to making the most of the season and creating lasting memories under the sun!