Super Saturday Weekend: Cooler Feel Will Put Consumers in the Holiday Spirit
It’s been a lot more “Hot-Hot-Hot” than “Ho-Ho-Ho” for retailers so far this holiday season. It’s no secret that warmer temperatures in key population markets have dampened demand for seasonal product categories. In fact, in just the first two weeks of December (11/29-12/12), apparel specialty stores have had a -$158 million impact (vs. the first two weeks of December 2014). Although warmer than normal temperatures are expected to continue over the next few weeks, it will begin to feel cooler compared to the warmer trend we have been experiencing. The consumer will begin to feel “winter” as we approach Super Saturday, and the demand for seasonal items will start to increase. The cooler temperatures will arrive just in time for one of the biggest shopping days of the year.
Weather’s volatility year-over-year can leave many retailers frustrated. It’s been a difficult fall season so far, but let’s take a look at the opportunity looking ahead to Super Saturday. Retailers will see some relief as temperatures will feel a lot cooler to consumers versus the previous week. Temperatures are expected to rise again, so these cooler conditions will be short-lived, but can have a great impact due to the magnitude of Super Saturday. Understanding what weather is driving the consumer to buy helps shape marketing and advertising strategies depending on location, time of year, recent weather experiences, and product/category.
Number of Favorable Days for Super Saturday Weekend
December 18th – 20th
For additional information on weather analytics, or impacts specific to your business, please contact us here.