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Planalytics United Kingdom WeatherCall Report: Consumer Demand Responds to Drier Conditions |
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5 March 2008
Planalytics Inc., the global leader in Business Weather Intelligence®, released its February WeatherCallSM report today pointing to differences in consumer demand during the month as a result of below normal precipitation. Starting around the 6th of February, many parts of southern England and also the Midlands went between 16 and 18 days without measurable rainfall, which boosted overall high street footfall but hurt sales of specific categories such as rainwear.
Monthly temperature data indicated a relatively flat year-on-year variance, but a closer review of the weekly numbers shows a cold core during the middle of the month. This kept the consumer focus on a cool weather lifestyle, doing little to encourage shopping for transitional spring ranges. The abundance of cloud free days also led to many days with large same day temperature swings, sending mixed messages to consumers. Coats and gloves were needed for morning commutes, while lighter layers were appropriate later in the day.
“Garden centres should have seen some early season demand because of the clear skies” noted Tim Morris, Managing Director for Planalytics Europe. “Things were more challenging for merchants looking to move spring clothing as a consistent positive temperature trend never emerged,” commented Morris.
Planalytics WeatherCall Report showed year-on-year weather driven demand indices for the following product categories: Early Spring Gardening (+10%), Knitwear (-3%) and Rainwear (-29%).
For more information, contact Planalytics Europe at +44 (0) 20 7321 3715.
About Planalytics, Inc.
Planalytics Inc. (www.planalytics.com) is the singular global source of Business Weather Intelligence – the actionable information companies need to understand and optimize the impact of weather on their business. Weather is the most volatile of all external factors affecting business performance and Planalytics helps companies proactively manage this risk. Powered by an unparalleled database of weather’s financial and volumetric impacts, proprietary modeling technologies and market-specific expertise, Planalytics’ Business Weather Intelligence is essential to any company, in any industry, looking to effectively shape strategies, pinpoint opportunities and make more profitable decisions.
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