Marketers who think that Americans are spending most of their leisure time — and most importantly, their dollars — within the solitary digital experiences of video games and social media just might need to get out a bit more themselves.
Consumer spending data from Attain suggests a surprising shift that challenges the narrative of a nation glued to screens. According to the data, the sporting goods category has experienced significant growth over the past five years, with average spend per transaction increasing roughly 13% and total spend rising 36%.
By Q3 2025, Attain’s data shows consumers were spending an average of $80.69 per transaction and $174.39 in total quarterly spending, up from $71.27 and $127.77 respectively in Q3 2020. The numbers indicate something of a return to recreation from that period five years ago marked by isolation and social distancing.
The spending spikes in sporting goods expenditures also tell a broader story about evolving consumer behavior. In part, it’s driven by the continued ascent of pickleball. The sport, an amalgam of badminton, ping pong, and tennis, was invented in 1965 by three dads desperate to entertain their bored kids.
Pickleball was barely a blip on anyone’s radar just a decade ago, but has become the fastest-growing sport in the United States for the fourth consecutive year now, attracting 19.8 million participants in 2024 — a 45.8% increase from 2023 and a staggering 311% jump over three years, according to the Sports and Fitness Industry Association (re: journalist Derek Thompson’s Substack).
But Attain’s spending numbers tell a more nuanced story than simple headlines about Americans abandoning their devices for outdoor courts.
“People want both the couch and the court,” says Allen Adamson, co-founder and managing partner of brand consultancy Metaforce. “They’ll play Fortnite on Tuesday and pickleball on Saturday. They’re binge-watching Netflix and joining recreational sports leagues.”
Adamson’s observation cuts against the false binary that often frames discussions about modern recreation. Pickleball’s meteoric rise isn’t happening despite gaming’s continued dominance — both are booming because they satisfy different but equally important human needs.
As Adamson notes, gaming delivers low-friction entertainment and virtual community. Outdoor recreation offers physical activity, face-to-face connection, and social media validation that can only be achieved by showing up.
Attain’s spending data from major retailers highlights this dual-track approach to leisure.
Dick's Sporting Goods has seen average spend per transaction climb roughly 8% over five years, with total spend jumping 33%, according to Attain.
REI’s numbers reveal an even more striking pattern. Over the same period, Attain found that average spend per transaction rose approximately 26%, while total spend increased 17%. This divergence—customers spending more per visit but shopping less frequently — reflects what Attain describes as a “premium aspect” to outdoor recreation spending.
The shift is not only a post-pandemic desire to escape the couch. Patrick Shea, co-founder of AdDaptive, describes this shift as “a remix” rather than a rewind, and one driven in part by economic considerations.
“As tickets and dining become pricier, consumers are trading passive, expensive nights out for affordable, active ways to connect, such as pickleball courts, pickup hoops, and batting cages.” A night at a concert or restaurant can easily exceed $100 per person. In contrast, many recreational activities offer comparable social benefits at a fraction of the cost. Public courts and community facilities provide accessible third spaces where social connection doesn't require an expensive cover charge.
The marketing implications extend beyond traditional consumer goods companies. Shea points out that the work-from-home revolution has fundamentally altered where brands can reach their audiences.
“Your buyers aren’t clustered around downtown offices anymore, they're in neighborhoods and at community rec hubs," Shea says. “Privacy-safe, geo-anchored audience building, paired with account-based targeting, enables brands to reach likely buyers near these activities and continue the conversation across CTV, mobile, and desktop devices.”
Jose Serra, associate strategy director at Movers+Shakers, points to another trend driving the new mix of virtual and IRL game play, connecting this recreational boom to broader cultural anxieties. “As news cycles, economic uncertainty, and current events move faster than ever on our smartphones, people crave a sense of easy escapism and IRL community,” he says. “That’s where outdoor recreational activities like pickleball come into play.”
And social media has a big role to play here, in connecting the online generation with old fashioned sneaker wearing activities. Pickleball’s evolution from insider activity to mainstream phenomenon illustrates this dynamic. The hashtag #Pickleball garnered over 3.5 billion views on TikTok between January and September of this year, Serra says. Brands from retailer Target to racquet maker Prince have launched limited edition collaborations, betting on sustained consumer interest.
Serra identifies several factors driving engagement beyond simple escapism. Social media accounts like @TheKitchenPickleball and @TheDinkPickleball offer relatable humor and memes, positioning the sport as approachable to Gen Z. Meanwhile, micro creators are spreading enthusiasm through snackable tips and how-to content, encouraging their communities to go outside and participate.
“Accessibility is another key factor that may be driving outdoor recreation and leisure, as public parks and third spaces attract communities,” Serra notes. “From ultimate frisbee leagues in LA and across the country, to unofficial ‘wig snatching contests,’ Gen Z is reimagining what quick escapism can look like nowadays.”
The spending patterns suggest this isn’t a temporary trend. The consistent growth across multiple quarters in Attain’s data, even as economic pressures intensified, indicates consumers view recreational equipment as a priority purchase rather than a discretionary luxury.
Adamson warns that brands positioning themselves exclusively for either gamers or athletes are overlooking an emerging demographic.
“Brands that position themselves as either for gamers or athletes are missing the vast middle where most consumers actually reside” Adamson says.
The data supports this view: Americans aren't abandoning screens for courts or vice versa.
They’re embracing both, allocating time and money to multiple forms of recreation that serve different purposes in their lives.
Shea suggests treating these recreational moments like premium inventory: “context-rich, measurable, and value-efficient, compared to broad, stay-at-home media alone.”
