Forget spring cleaning, let's go shopping!
Snow or shine, weather affects consumer's behavior
This weekend I cleaned out my closet, mopped my house, and shopped for new clothes and items to freshen my look and house.
Why did I do this?
My only rational is spring is here! Spring is here! Glory, Hallelujah! Spring has arrived. Why does this newly warm weather affect me, and my need to shop?
Luckily, when I began to research this idea, I found another blog about this same phenomenon.
In summary, Terry O’Reilly explains that when weather forecasting became popular, especially after the Weather Channel was created, marketing seemed to be altered by the weather.
For example, they realized that at Harley Davidson, on good weather days (specifically 72 degrees and sunny) more people were shopping and buying motorcycles. They also found that in the winter, more and more people were buying car batteries after the third freeze, because it took three below 0 temperature nights to kill an already old battery.
Once they realized how weather affected sales, the Weather Channel began to sell this idea to marketers. They literally, “allowed the channel to sell weather" to marketers. Pantene hair products "bought" humidity, for example. So when women checked the Weather Channel app on their smartphones and saw a humidity warning, they would also see an ad for a "frizzy-hair taming product.”
I found this whole realization and research by Terry O’Reilly fascinating. The prediction of weather affected the sales of almost every product across the board.
This effect seems beneficial in Spring weather, like for me, cleaning out my closet and restocking on clothes in preparation for summer.
But, winter can also be profitable. In Time Magazine this year, they wrote that cold weather (snow and ice storms) caused consumers to rush into grocery stores and stock up. So even though they couldn’t shop for a Harley, they kept the grocery stores busy. According to Time, “In fact, for stores that aren’t selling groceries, gas, shovels, or boots, blizzards can be business killers.”
Overall, weather has a HUGE affect on consumers, snow or shine.
And it sure affects me... I have a rule that I won’t visit the grocery store if its under 35 degrees. But you will definitely catch me on the Square if its 75 and sunny!
Originally posted as a blog post on IMCthoughts.