Sunday March 20th marks the first official day of Spring in 2016 and consumers everywhere are waiting eagerly for a break in the winter blahs. Usually, the transition to spring brings a spirit of optimism, positive energy and the desire to try new things; all emotional responses businesses leverage to drive a spike in sales. This year, March 20th won’t be a magical transition point and capitalizing on the season will take more planning than usual.
The Weather Company studied more than 12,000 people and found some interesting phenomena. While sunshine led to positive feelings, precipitation drove negative ones. Snowy or stormy weather made people seek comfort and put safety and preparation as their first priority. While hot, humid, rainy conditions made people restless, irritated and looking for the easy solution. The average spring harkens positive vibes and a desire to try new things much to marketers’ delight. Only this year, spring won’t be sunny and warm.
We’re experiencing the strongest El Nino since 1998 and as a result the entire southern third of the United States will be colder and wetter than average spring conditions. That means typical March and April promotions will struggle because a delay of warm, sunny weather will encourage more traditional “winter behavior” to extend through April.
Businesses looking to capitalize on spring should keep these predictions in mind:
With careful planning and weather informed trigger campaigns, Spring can still drive a spike in sales despite Mother Nature’s change of heart.
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