It’s no secret the warmer weather conditions throughout November and December resulted in lower sales for many apparel-focused retailers. Retailers were forced to markdown much of their merchandise as the demand was just not there. Response metrics for email campaigns were also underwhelming as consumers weren’t in that “winter mindset” during the holiday shopping season. But this weekend we will see a turn of events in the Mid-Atlantic and Northeast regions.
All Hands on Deck: The East will see its first major winter storm which will have large impacts along the highly-populated I-95 corridor. This has provided a powerful opportunity for retailers and marketers to get ahead of the demand and promote into these markets. The mere threat of significant snowfall combined with all of the media attention has been driving consumer purchasing over the past few days.
There has been a sizable increase in demand for need-based snow and ice removal categories as well as non-perishable food and drinks, wiper blades, windshield washer fluid, and emergency preparedness items such as generators, batteries, and packaged ice. The storm has already begun to hit major population centers and will carry through the weekend, so businesses in these areas should expect store traffic to decrease notably.
Ahead of the Storm: Our Weatherization clients leveraged our weather analytics this week, to send targeted email campaigns, promoting winter apparel as well as cold weather hardlines. Clients have been able to push inventory to affected areas, move in-demand items to end cap displays and highly trafficked areas of the store, and get in front of their target audience with promotional emails.