SAN FRANCISCO—Instacart is channeling 90s nostalgia this summer with a major seasonal campaign, “Summer Like It’s 1999,” offering iconic snacks at retro prices. In a time when inflation has Americans rethinking spending, Instacart is rolling out 47.2% off select food items to match 1999 grocery costs.
The campaign is fueled by a recent Harris Poll survey, commissioned by Instacart, which found that 71% of Americans reminisce about their childhood summers — a number that climbs to 79% for those who were kids in the ‘90s.
From Lunchables® and Bagel Bites® to Capri Sun® and Fruity PEBBLES™, Instacart offers discounts on popular throwback items while supplies last (limit three offers per order). Shoppers can browse the deals on Instacart.com or the Instacart app and have their summer favorites delivered in as fast as 30 minutes.
The limited-time campaign runs through September 5 and reflects Instacart's broader efforts to make seasonal staples more accessible. Last year alone, the company helped U.S. shoppers save $1.2 billion on marketplace orders.
The survey also highlights a collective longing for less screen time and more simple pleasures. The top elements Americans associate with ‘90s summers include:
- Outdoor play (62%)
- Staying up late (49%)
- Family vacations (43%)
- Running through sprinklers (49% for 90s kids)
- Cultural nostalgia, such as 90s movies, music, and tie-dye fashion
More than half (51%) of parents say reducing their kids’ screen time during the summer is a priority, with many turning to outdoor play, hobbies, and family activities as alternatives.
Instacart is also making it easier for families to unplug and play. Through national retail partners like Lowe’s, Michaels, DICK’S Sporting Goods, Dollar Tree, and Kohl’s, customers can shop everything from sprinklers and water balloons to craft kits and camping gear.
The data shows a clear seasonal lift in outdoor fun: purchases of pool floats, charcoal, and fire pits all spike ahead of major holidays like Memorial Day and July 4.
Nothing says summer like sweet treats. 62% of Americans say ice cream reminds them of their childhood summers, and popsicles are the top frozen treat in 48 states (except for New York and Hawaii, where ice cream bars take the lead). Orders for marshmallows and graham crackers also peak around Independence Day, with states like Wisconsin and Iowa leading the charge on s’more supplies.
Whether it’s a DIY tie-dye afternoon, a backyard water fight, or reliving the joy of Otter Pops and Kool-Aid, Instacart delivers more than groceries — it’s bringing back the spirit of a simpler, sunnier time.
For full campaign details and nostalgic summer deals, visit Instacart.com.
