Have you ever considered how both rainy and sunny weather can shape consumer choices? Weather, whether it’s rainy or sunny, plays a unique role in determining our shopping, dining, clothing, and travel preferences.
Retail: Adapting to Weather-Driven Shopping Trends
Both rainy and sunny weather have distinct effects on shopping habits. Rainy days often lead consumers to favour online purchases, avoiding the inconvenience of getting wet. This year footfall fell -5.7% compared to October last year and -2.9% compared to September. In contrast, sunny weather can inspire outdoor shopping trips and impromptu purchases. Understanding and accommodating these changes in consumer behaviour can significantly impact your sales and online engagement during various weather conditions.
Food & Beverage: Embracing Weather-Induced Cravings
Rainy days often evoke a craving for comfort food, takeaway and hot beverages, while sunny weather can spark an interest in refreshing, outdoor dining experiences. Delivery services in particular may see different patterns of demand based on the weather. In the particularly rainy August this year, Restaurants (-5.8%) fell further into decline from July (-2.5 %), while bars, pubs & clubs saw their lowest growth (2.8 %) since October 2022. Recognising the impact of weather on consumer cravings can guide your business in tailoring offerings and marketing strategies to cater to specific weather-related preferences.
Fashion: Meeting Weather-Ready Wardrobe Demands
Rainfall inspires a shift in fashion preferences as consumers seek out waterproof attire, umbrellas, and stylish rain gear. On the other hand, sunny weather encourages shoppers to look for summer clothing, sunglasses, and outdoor accessories. For fashion brands, recognising and responding to these weather-induced changes in consumer behaviour can create a valuable niche within the market. If you visit a highstreet retail store, you may notice the front display swaps from umbrellas to sunglasses depending on the weather – look out for it next time!
Travel & Tourism: Capitalising on Weather-Inspired Escapes
During rainy periods, many consumers long for sunny getaways, while sunny weather may inspire impromptu day trips or vacations. Travel and tourism businesses can leverage these shifts in consumer behaviour by promoting trips to suitable destinations, whether it’s to escape the rain or bask in the sun. Reflecting on the recent soggy summer experience in the UK, with British Airways reporting a sales increase of 146% in the last week of July for August and September, Designing packages and promotions that cater to consumers’ weather-related desires can lead to a significant boost in bookings.
La La Communications is dedicated to understanding how weather influences consumer decisions. Our expertise lies in crafting marketing strategies that embrace and respond to these shifts in consumer behaviour. We’re here to help you stay ahead of the curve in meeting consumer needs, whether it’s rain or shine.