Weather does Affect Retail Sales And What You Can Do About It
Have you ever found yourself shivering in the cold weather, wishing you'd bought that cosy jumper you have at home? Or perhaps you are hot and want a cool drink? These weather-induced moments of need aren't just everyday inconveniences—they're untapped goldmines for savvy retailers. Just look at the recent cold spell that swept across Australia, now sending sales of winter gear soaring.
A research paper here done on the weather stated
"Analyzing daily sales at a national apparel and sporting goods brand’s stores reveals that weather effects on store sales are surprisingly persistent, even after accounting for shoppers simply changing when and where they make their purchases. Moreover, sales at stores that have more experience with adverse weather events have a lower response, suggesting that adaptation may reduce the negative impact of increasingly severe weather on sales."
As someone who has analysed sales data for many retail clients, I've seen firsthand how changes in temperature and rain can affect product sales. It is not rocket science. Different weather conditions change what people buy. This is a chart I made based on data from one of our users.
This stacked bar chart showed the sales performance of different product categories (Drinks, Clothing, Accessories, and Indoor Items) across three weather conditions (Hot, Cold, and Rainy Days). The y-axis represents sales volume, while the x-axis shows the different weather conditions.
Key insights from this chart:
Drinks have the highest sales on hot days, as expected.
Clothing sales peak on cold days, likely due to increased demand for warm clothing.
Accessories like umbrellas showed the highest sales on rainy days.
Indoor items see increased sales on both cold and rainy days, possibly because people spend more time indoors during these conditions.
This chart effectively illustrates how different product categories perform across various weather conditions, allowing users to quickly identify trends and patterns in weather-based sales.
Hot Days, Cool Profits
When the mercury soars:
- Cold drinks sell
- Sunscreen sells
Chilly Weather, Warm Sales
As soon as it gets nippy:
- Hot drinks sell
- Jumpers and beanies become must-haves
- Heaters become essential purchases
Rainy Day Retail
When the rain comes down:
- Umbrellas sell
- Raincoats become good sellers
- Indoor activity items like books and board games see increased interest
This weather-driven consumer behaviour is critical to understanding and predicting your sales patterns.
Turning Weather Data into Retail Gold
So, how can you use this info to boost your sales? It's all about being prepared and using your point of sale (POS) software to your advantage for weather-based inventory management and retail sales forecasting.
Dig into Your Data
This is where our POS software for weather trends shines, as your POS system is a goldmine of information for retail data analysis. Here's how to tap into it:
Go to Register Reports
Now select "Top N Stock Sales for a Given Period.
Put in a date of a hot day and see what you get. Do a few. Now put in a cold day and so on.
Do this also for cold and rainy days—you'll start seeing patterns emerge.
These are products that sell in your shop in those days.
Stock Smart, Sell More
Once you've got your data, use it for weather-responsive merchandising:
Make categories for stock that sell well according to the day's weather, e.g., start with hot, cold, and wet. Get the appropriate signs.
If a day in the morning is forecasted to be such a day, these signs and products will be placed in a prominent position in the shop.
Communicating Weather Strategies to Staff
Your team plays a crucial role in implementing your weather-based strategy. Here's how to get them on board:
- Hold regular briefings on upcoming weather and corresponding product focuses
- Train staff to understand the connection between weather and sales trends
- Encourage staff to provide feedback on customer behaviour during different weather conditions
- Create simple checklists for weather-based display changes
FAQs: Weather and Retail
Q: How quickly do weather changes affect sales?
A: Impact can be almost immediate, especially for impulse buys like umbrellas or cold drinks.
Q: How far in advance should you plan for weather-related changes?
A: Today's seven-day forecasts are generally fairly accurate.
So I would suggest that you check the 7-day forecast each week in your area and note any abnormal hot, cold, or rainy days coming up.
The Bottom Line
While Mother Nature may be unpredictable, your retail strategy should not be. Make sure you have the right approach and tech tools, to take advantage of the weather to make sales. Your POS system isn't just a glorified cash register—it can be a predictor of your customer behaviour. With some planning and the right tech, you can ensure your sales forecast is always sunny, no matter what's happening outside.
Have you noticed the weather affecting your sales? I'd love to hear your experiences! Comment below or reach out if you need help setting up your POS system to weather any storm.
Stay savvy, and may your sales be ever in your favour!
