Weather has the biggest influence on consumer behavior after the pandemic economy collapse, according to Mintel Report. It affects consumers emotional state, drives their purchase decisions, and dictates how much they are willing to spend. The effects are far more pervasive than the obvious examples that spring to mind; ice cream selling on hot days, and umbrellas when it’s raining.
Weather affects consumers on 3 levels; their purchase method, their mood, and their product choice.
- Effect of weather on Purchase Method/ Channel
On wet or cold days there were a 12% increase in website traffic for retailers in home & furniture, wholesale, and clothing compared to warm and sunny days. However, interestingly there was no significant difference for big box retailers. Because weather driven demand varies with industry, it is critical that brands and advertisers have insights on how various weather conditions affect product sales, as well as methods of purchase.
- Effect of weather on Mood and Propensity to Purchase
Studies show that temperature, humidity, air pressure, snow fall and especially sunlight can have a huge impact on a consumer’s mind frame and by extension their spending. A Mintel report revealed that exposure to sunlight dramatically increased levels of consumption as well as the amount spent per item. Experiments show consumers would willingly pay 37% more for green tea and 56% more for gym membership after being exposed to sunlight. Similarly, a study by Persinger and Levesque found that 40% of mood evaluations were accounted for by a combination of meteorological events; in particular, barometric pressure and sunshine. Many retailers are savvy to this phenomenon and use bright halogen lighting which mimics the effect of sunlight in their stores. Consumer mind-frame can also be determined by seasonal weather events – so if there is snowfall in late October then this could get consumers into the Christmas spirit early and therefore boost pre-Christmas sales.
- Effect of Weather on Product Demand
As well as affecting our mood, our propensity to spend, and our preferred channels of purchase, weather is a critical driver of product demand. The food and drinks, pharmaceutical, and fashion industries are most heavily affected by this phenomenon. Luckily, weather-driven demand can be predicted with unerring accuracy – with identifiable trigger points. For instance, if temperatures reach over 18 degrees in the US, supermarkets know that there will be a 22% increase in fizzy drinks, 20% increase in juices, and 90% increase in garden furniture. Likewise, a 1 degree F drop in temperature in the US can lead to a huge increase in sales of soup, porridge, and lip-care products.
Weekly increase sales when temperature is hotter
- 2% Juices, smoothies and tonic waters.
- 24% air conditioners
- 11% suncare products
- 4% Infant Apparel
- 13% Hedge trimmers
Weekly increase sales when temperature is colder
- 2% Soups
- 15% Portable heater
- 25% Mousetraps
- 2.5% cozy goods
- +5.000 units lipcare
