Planalytics’ Memorial Day Weekend Outlook 2017

Western Warmth to Support Seasonal Demand; Cooler East
Rain Threatens the East, Midwest Over Portions of the Holiday Weekend

Memorial Day is Monday, May 29th, which represents the unofficial start to the summer season. The extended holiday weekend typically brings a notable lift in demand for seasonal categories as consumers flock to beaches and pools, and gather for picnics and barbecues.

The run-up to Memorial Day Weekend will begin with warmth across eastern regions, but a cooler air mass will shift temperatures below LY and normal by mid-week. Anticipate a slowdown in demand for seasonal merchandise, especially compared to recent trends. The Plains and Midwest will also trend cooler than LY and normal for the majority of the week. The most favorable conditions for summer goods will be found in the West, where temperatures will climb above both LY and normal. Demand for summer apparel, grills, and cold beverages will rise, particularly as consumers in these markets have experienced cooler conditions as of late.

Warmer conditions will stick around in the West over Memorial Day Weekend (Friday, May 26 – Monday, May 29), boding well for outdoor activities. The Southeast will enjoy seasonal temperatures, supporting purchasing for summer consumables such as suncare, bottled water, and bagged ice. The Plains, Great Lakes, and Northeast regions will continue to experience cooler than LY and normal conditions, limiting YOY demand.

Rain is expected to threaten many markets during the week and weekend; primarily focused across the eastern U.S. As we move through the heart of severe weather season, there is an increased threat for damaging wind, hail, thunderstorms, and tornadoes, particularly in the Deep South. Watch for your daily Severe Weather Alerts and WeatherVue reports which provide conditions and impacts specific to your business.

For reference, Memorial Day last year (5/30/16) trended warmest since 2012 with near normal rainfall.

  • The New England region was the only region to trend cooler than the prior year, and was coolest since 2014.
  • Over the holiday weekend, Tropical Storm Bonnie impacted the Carolinas and moved up the East Coast.
  • The Mid-Atlantic and New England regions had their wettest Memorial Day since 2003.

On this Memorial Day, we remember, thank, and salute all who gave the ultimate sacrifice while serving our Country.

Please contact your Client Services Manager or the Planalytics Client Services hotline at 610.854.2222 for outlooks specific to your business.