Summer Like It’s 1999

Reliving the magic of 90's summers with 90's prices

Summer's here, and it's bringing back more than just sunshine. As school lets out and the days get longer, we love reflecting on our favorite moments from our own childhood summers - from favorite foods and snacks to the activities and times we cherished. So many people are feeling nostalgic these days - according to our recent nationwide survey conducted online by The Harris Poll, 71% of Americans say they often reminisce about their childhood summers,and that number jumps to 79% among those who were kids in the 1990's (ages 30-49).

So, Instacart is bringing the joy and magic of 90's summers back. We're celebrating by introducing 90's prices on nostalgic 90's food favorites, and we'll recap trends and attitudes around what makes summer so special. We're bringing prices back to 1999-not just for nostalgia, but to make summer feel a little more carefree and a lot more affordable.

Reliving the Summer of '99 with Prices to Match

This year, Instacart is dialing up the summer magic by rolling prices back to 1999! Customers can enjoy 47.2% off*-because we crunched the numbers, and that's what it takes to match '99 grocery prices. Some of the most iconic snacks that scream "summer" at 90's prices, include:

• BAGEL BITES^®
• KOOL-AID^®
• LUNCHABLES^®
• CAPRI SUN^®
• Otter Pops
• Hot Pockets
• Clearly Canadian^®
• Kraft^® Mac&Cheese
• Fruity PEBBLES™ Cereal

To check out Instacart's summertime deals, head here, Instacart.com, or the Instacart mobile app and add your fave childhood classics to your cart, for delivery in as fast as 30 minutes!

This is just one of many ways we're helping families save on everything from summertime snacks to everyday staples. In fact, last year alone, we helped customers save more than $1.2 billion on marketplace orders, more than $5 in savings per order.

*Get 47.2% off $10. Limit 1 offer per order. Eligible items only. Exp 9/5, while supplies last. Discount based on CPI comparison.

Simple Joys, Big Memories: What Made Childhood Summers Iconic

Saved by the bell? You bet. 57% of Americans say the last day of school was among the things they looked forward to most during the summer as a kid. Additionally, 62% looked forward to playing outside with friends, followed by staying up late (49%), beach days (43%), and family road trips/vacations (43%).

Among Americans who were kids in the 1990's, 52% say water toys and 49% say running through sprinklers are the toys or activities they most associate with their childhood summers.

What are some things that Americans find appealing when it comes to the 90's as a decade in terms of cultural significance?

• The lack of smartphones and social media (53%)
• The movies (49%)
• The music (42%)
• The TV shows & sitcoms (40%)
• The sense of simplicity and nostalgia (39%)
• The foods and snacks (32%)
• The internet and tech boom (31%)
• The video games and gaming consoles (31%)
• Fashion, like tie-dye shirts (30%)

Whether you're gearing up for an epic water balloon battle or a DIY tie-dye afternoon, Instacart can deliver everything you need for a 90's-inspired summer. Here are some top 90's summer items you can shop from national retailers:

• Lowe's: BBQ essentials, gardening supplies, sprinklers, outdoor furniture, fire pits, heat lamps, pool accessories, and more.
• DICK'S Sporting Goods: Pool floats and toys, swim goggles, beach towels, beach balls, bikes, bike helmets, sporting equipment, camping supplies, rollerblades, life jackets, and more.
• Michaels: Paint and art supplies, tie-dye kits, water balloons, bubble wands, stickers, friendship bracelets and beads, crafts, puzzles, and more.
• Dollar Tree: Arts and crafts, card games, crayons & markers, water toys, water balloons, and more.
• Kohl's: Swimsuits, flip flops, splash mats, pool floats, water toys, board games, coolers, sunscreen and more.

Scoop, There It Is: Ice Cream Nostalgia

Parents are eager to pass down the carefree magic of their own childhood summers. According to our survey, 64% of Americans want their kids/younger family members to experience the fun summer treats they loved as kids, like ice cream, popsicles and watermelon.

Ice cream is the treat that defines the season, and many Americans agree: 62% say ice cream reminds them of their childhood summers. We took a look at what's being scooped up across the country today. While some may call vanilla "plain," the data says otherwise… It's the top flavor in every state and the base of countless sundae options! Here are the most-ordered ice cream flavors on Instacart:

From ice cream bars to classic popsicles, portable frozen treats are also delicious, on-the-go ways to beat the heat. When it comes to these sweet treats, popsicles are the top pick in 48 states, but in New York and Hawaii, ice cream bars reign supreme.

As you might expect, popsicles hit their peak during the summertime months, with orders 98% higher leading up to the 4th of July compared to the rest of the year (2024).

S'mores and So Much More: Campfire Classics Make a Comeback

What's summer without a gooey, toasted s'more? Orders containing both graham crackers and marshmallows peaked during the week of July 4, rising 198% above the yearly average.

States roasting marshmallows more than the national average this summer include:

1. Wisconsin (+181%)
2. South Dakota (+144%)
3. Iowa (+137%)
4. Maine (+126%)
5. Vermont (114%)

Why the 90's Still Slap: Less Screen, More Scene

More than half (51%) of Americans say minimal time spent in front of screens is an aspect of their childhood summers they would want their kids or younger family members to experience.And parents today are doing their best to recreate that magic: 84% of parents with minor children say it's more important to them that their kids minimize screen time during the summer compared to other times of the year.

To make it happen, 60% of parents with minor children encourage outdoor play, 52% promote family bonding activities, and 49% encourage exploring hobbies during summer break. Of course, it's not always easy. According to our survey, 42% of parents say kids losing interest quickly is a challenge, while others cite work or household responsibilities taking priority (38%) and costs (35%) as challenges when trying to reduce their children's summer screen time.

Still, across generations, the desire to unplug is clear. 83% of parents who were 1990's summer kids, and 78% of parents who were 1980s summer kids all agree: minimizing screen time for their children during summer is more important than other times of the year.

Underscoring just how eager Americans are to unplug, Instacart's data reveals that purchases for fun, outdoor items - from pool floats and beach towels to charcoal and camping chairs - see big spikes in popularity ahead of major summer holidays like Memorial Day, Juneteenth, and July 4th.

Your Summer, Delivered

Relive the joy of 90's summers with all your favorite nostalgic snacks (at 90's prices), fun outdoor toys, and activities delivered straight to your door. Whether you're recreating water balloon battles or enjoying ice-cold Capri-Suns, Instacart makes it easy to rewind the summer vibes and fast-forward the delivery - all just a few taps away!

Survey Method

This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from May 8-12, 2025, among 2,087 adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected].