Summer travel is up, but swimwear sales are down

July and August are prime times for summer vacationers in the United States, but some travelers don't pack new bathing suits for their getaways like they did l last year.

With pandemic-related travel restrictions having largely eased nationwide, many consumers are preparing to take a break from their work lives to unwind from the daily grind. Netflix-inspired getaways, stat splurges, and must-do trips are among this summer's travel trends.

In a recent survey by The NPD Group, half of respondents said they would take a vacation before Labor Day. Designers, retailers and brands of swimwear competing in the women's arena are jostling for market share in what is believed to be a $5.2 billion industry. Several non-traditional swimwear brands like Kim Kardashian's Skims have jumped in the pool, so to speak.

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Swimwear manufacturers had a lot to celebrate last year, with the category seeing a 23% increase in U.S. revenue. All these months of self-isolation, teleworking and stay-at-home measures have resulted in a general increase for men, women and children. Along with pent-up demand, some shoppers had more money to spend on their swimwear. Swimsuits were a key part of all those revenge trips, according to NPD Group Director and Apparel Industry Analyst Kristen Classi-Zummo.

This summer isn't quite as sunny when it comes to swimwear sales. For the first half of this year, swimwear sales fell 13% compared to the same sales period last year. Women's swimwear was the main reason for this decline. A possible bright spot – depending on whether preference or difficulties such as supply issues caused the change – was the 9% increase in the average sale price. That said, many other aspects of vacations have also gone up, including gas prices, hotel stays, and airfare.

International flights increased by 31% and domestic flights increased by 25% compared to last year, according to Kayak.com. According to Hopper's Hayley Berg, swimwear-friendly places like Greece, Italy, Portugal and Spain are popular with some summer vacationers. Boohoo has taken an anticipatory approach to summer travel by launching a destination wardrobe with a dedicated space in Miami, a busy stopover this summer.

With inflation, recession risks, job security and housing costs weighing on the minds of some shoppers, some may prefer to use the swimsuits they bought l 'last year. A change of pace is the fact that women's swimwear selling for $100 or more is the fastest growing category. Conversely, the retail sale of swimwear under $70 is fueling the decline in sales, according to NPD.

From a demographic standpoint, baby boomers are the only generation that will strengthen its swimwear market share in 2022. According to NPD, this is in line with the group's increased spending across the retail.

Inclusive sizes and plus size swimwear provide another opportunity for pool and ocean-friendly clothing, with sales up 6% year-over-year. The NPD said a recent poll indicated that one-third of American women, who wear a size 14 or larger, felt there were not enough swimwear options for them.

Given the increase in summer travel, Classi-Zummo advised brands and retailers to explore their entire customer base. She wasn't immediately available for further comment on Tuesday, but said a summer stay was in the works with a new swimsuit.