Why 90° Doesn’t Mean It’s Hot Outside for all Consumers


Every consumer experiences weather conditions differently. A “hot” day for someone in Buffalo, NY doesn’t affect a resident of Atlanta, GA the same way.. There aremany variables in play that affect perception of the weather, such as location, time of year, and recent weather experiences. This is important for retailers to understand because weather volatility can affect how we shop and what we shop for. Therefore, businesses that understand how the weather shapes consumer behavior and the benefits of weatherization will be best suited to handle weather’s effect on the consumer.


The holiday season is in full swing, which means winter is just around the corner. Although much of the country has been experiencing warmer temperatures this November, cold snaps this time of year can have a dramatic effect on consumer behavior. One very “cold” (temperature is all relative) day in November can drive consumers to make those cold weather purchases such as apparel and hot beverages.


To that same end, the same temperature a consumer experiences in November has a very different affect in early March. That same weathercould drive consumers to start thinking about making warm weather purchases as they have undergone a whole season with colder temperatures. The two examples highlight just a few of the many factors that go into weather perception.  The time of year, your location, and previous weather experiences have an impact on how you feel. 60 degrees in New York City in June would feel a lot differently than 60 degrees in San Antonio. Weather  is relative depending on the variables.


Using Weatherization Tools to Better Predict Consumer Response to Weather Volatility



Retailers that want to understand how variances in weather can affect customer behavior must invest in business intelligence tools that focus on weather analytics. Looking at weather data does not provide the answers to how weather is impacting your business.


Weather analytics from Planalytics can help organizations enhance strategies to effectively leverage the opportunities and mitigate risk associate with weather volatility.  While perception of the weather may be relative, preparation should not be.


Weather volatility, like all other external variables impacting a business, should be managed. Investing in a sophisticated solution like predictive analytics software can allow organizations to improve their merchandising, marketing, labor, logistics, finance, facilities management, and other business areas to support customer demand. Weather analytics removes weather volatility from sales history to create a deweatherization baseline to more effectively align plans.


Given the complicated nature of weather perception, retailers that can best utilize weather analytics to adjust internal processes to maximize profit. Learn more about weather analytics today by visiting

share this article