The weather not only affects our mood, but it also affects retail sales. Whether it’s an ice-cold drink on a warm day or de-icer spray for your frozen windscreen, we all know that weather can influence our buying behaviour.
What the study tells us
Temperature is a useful predictor – but only at certain times of year
As you might expect, both retail sales and average temperatures follow a predictable pattern. Retail sales gradually build throughout the year, resulting in a Christmas peak, while temperatures peak in the summer months. At least, they’re supposed to!
Clearly, this shows that spending doesn’t simply increase in line with temperature. However, temperature variations during specific parts of the year influence retail sales more greatly than others.
For example, the periods between early August to early September (weeks 33-36), early September through to early October (weeks 37-40) and, to a lesser extent, mid-April through to mid-May (weeks 17-20) show a clear relationship.
During these periods, the variation in sales growth that temperature changes can explain is as high as 44%.
The strength of the relationship varies across non-food categories
During the Summer/Autumn transition, temperature variation appears to have a particularly pronounced effect on growth within Women’s and Men’s Clothing categories and Women’s, Men’s and Children’s Footwear categories.
Women’s Clothing is also strongly affected by temperature variations during the Spring/Summer transition. This is a trend that is much less evident in the Men’s Clothing category.
Meanwhile, the Furniture and House Textiles categories show greater sensitivity to temperature during the summer months, as cooler weather discourages ‘outdoor living.’
Warmer weather can both help AND hinder sales
Higher temperatures at certain times of the year can help drive growth in certain areas; it seems only natural that increases will push down sales at other times.
The Women’s Clothing category provides a great example of this. Assuming all other factors are consistent, it appears that a one-degree increase in temperature (compared to the previous year) during weeks 33-36 could reduce sales of Women’s Clothing by 2.7 percentage points.
Conversely, a one-degree increase in temperature during the weeks 17-20 would lift sales in this category by 1.7 percentage points.
How should retailers react to this study?
While all retailers remain at the mercy of Mother Nature when it comes to weather-related buying behaviour, it does highlight the need to plan.
As the report’s conclusion states, “retailers need to be prepared to react.”
In reality, this may prove difficult. Build flexibility into your operations where you can. You need to be able to respond to short-term, unexpected changes to protect your margin.
Is your Customer Service solution flexible?
An unexpected fall in sales due to unfavourable weather will certainly be made worse by a contact centre full of under-utilised agents.
Being unable to respond to a sudden increase in customer demand could result in lost sales. This leads to unhappy customers and a potentially costly missed opportunity.
Introducing an outsourced element to your Customer Service strategy can give you the flexibility to overcome this. By being able to scale resources quickly to meet demand in this area, you will be able to focus your energy on other parts of your operation and minimise the impact of unexpected weather.
To find out how an outsourced solution could help you reduce your business’ exposure to the elements, please speak to one of our experts today.