With weather in the process of trying to find a new normal, various sources have focused on how this affects retail sales.
Footwear and clothing brands have traditionally planned their buying cadence based on seasons, anticipating when customers will need things like sandals, swimsuits, sweaters, boots, and coats.
The Website Modern Retail argues that because climate change seems to affect the lengths and timing of seasons, brands should adjust their cycles accordingly as shoppers needs continue to occur at different times of the year.
The weather can also be the scapegoat for weak sales, as when the bootmaker, Dr. Martens reported that warm temperatures across the US last fall resulted in weak boot sales overall.
For more details on this story, click here.
Strutt and Parker referenced studies showing that sunshine is the prime mover getting manufacturers to introduce new lines in fashion, backyard grilling, and camping equipment. Click here for more on that.
The Weathersource.com focuses on the effects of retail of extreme weather conditions and "natural" disasters. They review disruptions to supply chains and the panic buying that precedes extreme weather events. They also cite a CNN story on how the impact of weather led to a surge in sales due to exceptionally warm weather this past January.
More on this report here.
However, the most detailed look at weather and retail sales is in this white paper by The National Retail Federation. Reading it will require downloading the report linked to here
The white paper is an in-depth exploration of how retailers use weather predictions to forecast their retail sales and marketing plans, the pricing of those products, and how to reduce waste.
The report lists the types of foods and merchandise most vulnerable to weather, such as fruits and vegetables, beverages, and traditional purchasing behavior.
Other insights include how sunlight can impact increased levels of consumption and amounts spent per item.
For access to this report, visit the NRF site here.