Despite what the calendar (and the position of the planet) says, consumers are no longer compelled to begin behaving as if it’s fall … if doesn’t feel like fall.
This is a continued reflection of the buy now, use now environment of today’s consumer and it’s yet another reason the impact of weather and, especially, the weather forecast is so critical to understanding (and predicting) shopping behavior.
The survey — conducted on weather.com by Anne Simons, Manager of Cross Platform Research for The Weather Company — included 6,586 respondents.
The results are not weighted and the statistical significance, where noted, is at a 90% confidence level.
IS IT FALL YET?
Well, maybe not. At least from a consumers perspective.
The start of fall is less about the calendar and more about the temperature according to a Forecast Factor survey of weather.com users conducted September 11-September 16, 2015
While temperatures less than 60 degrees represented the national temperature most associated with fall ‘sweater weather’ (19%), the key finding for marketers is the ‘localness” of the impact. The specific sweater weather / fall trigger temperature is completely local and sweater weather thresholds vary significantly by region, state and metro area.
As noted, among the total sample, 60° was the most commonly cited temperature for sweater weather, by 19% of respondents.