Weather is relative.

A warm day in autumn versus a warm day in summer prompts different actions from consumers. For example, despite how happy consumers feel from the respite of a warm autumn day, it won’t encourage them to get out the barbeque or sunbathe in the garden. Rather, take a walk or going for a pub lunch seems more appealing.

Identifying how seasonal weather affects consumer thinking is, therefore important for brands to make educated predictions on sales targets and advertising.  If we look at Autumn 2014’s unseasonably warm weather, retailers struggled, as they had not stocked appropriately.  Retail sales fell by 0.3% through September 2014 as shoppers were put off buying new winter clothes.

Read:Shoppers Spend Less In Cold Weather: Harvard Business Review

Read:How weather affects your shopping habits

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