From a forecasting standpoint Summer is still well outside the reliability timeframe, but one thing remains as certain as night following day and that is the weather will again have a significant impact on the P&L of a great many businesses up and down the land.
As across every season there will be weather winners and weather losers, but summer is the time in which fine, warm and sunny conditions mean the former can significantly outweigh the latter - indeed given the perfect meteorological scenario, relative fortunes can be made.
There are of course some businesses for which dull, cool and wet summer weather keep the tills ringing like crazy, cinema’s, bowling alleys, shopping malls and indoor tourist attractions to name a few, but in reality summer is all about being outdoors and enjoying the freedom good weather affords.
So when the sun shines and the mercury rises, we also see an all important change of mood too, which is pivotal in determining purchasing habits and patterns, both long term and short term.
One thing we always heavily emphasis to our Weather Sense clients, is never underestimate the power of the sun. Now we not talking about it’s ability to burn here, we’re talking about it’s ability to make your product take on a whole new look and character - to suddenly become desirable, even essential.
Sunshine brings with it a feel good factor and for parts of the country that see less sunshine than others on average, that feel good factor is exaggerated, often by quite a degree. So not only do we see certain summer sensitive products selling better in sunny weather than they do when it’s cloudy, we also see them selling better in Scotland than they do in England.
Much can be said about temperature, but as ever there are subtle differences and anomalies that get throw up from time to time. For instance there is a clear link between above average monthly mean daytime temperatures and increased demand of a huge range of goods, but the graph does not show a smooth upward curve as the mercury rises - nor does it show that the skies the limit. Almost all products have a meteorological sales/demand ‘sweet band’ and yes that band width does vary widely, but even ice cream and cold drinks sales can hit the buffers at times when it’s too hot.
Summer may still be some distance away, but now is the right time to be thinking and planning for it…Weather Sense, Making Sense.