Summer travel is still happening, but cost is shaping how some consumers are thinking about it. Deloitte’s 2026 summer travel survey found that 45% of Americans planned a vacation with paid lodging, the lowest level in six years. Among non-travelers, affordability was a major factor: 35% said they could not afford to travel, and 32% said travel was too expensive.
At the same time, some travelers are choosing road trips, day trips, and other closer-to-home options as they look for ways to manage costs.
For mattress retailers, the connection is not that a mattress replaces a vacation. It is simpler than that: When people spend more time at home, comfort at home matters.
That may show up in small ways. A shopper may be refreshing a guest room, getting ready to host family, replacing pillows, adding a mattress protector, updating sheets, or finally thinking about whether the primary bedroom still supports good rest.
A Practical Summer Conversation
This doesn’t need to be a big-ticket conversation every time. In fact, smaller upgrades may feel more natural for shoppers who are watching their budgets but still want home to feel better.
Pillows, protectors, sheets, adjustable bases, and guest-room mattresses can all fit into a broader comfort conversation. So can delivery, removal, and helping shoppers think through how a room is actually used.
The strongest message is not “buy this instead of traveling.” It’s more likely “make the time you spend at home more comfortable.”
Summer plans may look different from household to household. But whether shoppers are traveling, hosting, or staying close to home, comfort remains an easy conversation to bring back to sleep.
