Leveraging the Weather (Craig Douglass On Consumers)

As I contemplated this periodic commentary on yet another gloomy day, I realized it had rained for almost a third of February (thankfully the shortest month of the calendar year). From drizzle to deluge, this daily precipitation has exacerbated our seasonal affective disorder (from lack of sunlight), with no rainbow on the horizon. Depressing.

Daily or routine habits are disrupted by foul weather and foul moods. These atmospheric disturbances also have a direct impact on consumer behavior. And behavior begets spending.

We find limited research on the effect of weather on consumer behavior. What research there is mostly affirms a negative effect from lack of sunlight, rather than a positive effect from sunlit days. Given our weather history during this past February (Februarys generally being a poor sales month regardless of the weather), we probably don’t need the results of academic research to inform our thinking on the matter. Any local retailer can attest to what rainy weather does to foot traffic, soggy or otherwise.

However, the findings from “The effect of weather on consumer spending,” published in 2010 in the Journal of Retailing & Consumer Services, provide insight into behaviors some would find interesting, if not obvious. Add to this study the work done by Weather Unlocked, a company specializing in marketing solutions for weather-sensitive industries, and our intellectual appetites are whetted by tidbits such as the following: Consumers are stimulated by the shopping and purchasing experience (some by just shopping rather than purchasing). The research suggests that when consumers do not shop at bricks-and-mortar retailers due to poor weather conditions, including low levels of sunlight, they turn to other stimulants, including alcohol (actually a depressant) and coffee. And given today’s retailing options, many now seek gratification through online browsing and buying. Wonder what varietal of wine pairs best with Amazon?

It’s all about mood. The research shows that barometric pressure and sunshine have the greatest impact on mood. When we are enjoying a barometric high, it is pleasant and sunny. The opposite, a low, means bad weather is moving in. And we feel and act accordingly. Highs and lows. The weather changes and the mood swings.

Sunlight, when it appears, is critical to the influence weather has on consumer spending. And a shining sun can work for good or ill. As temperatures fall, the amount of sunlight, regardless of the chill or cold, can keep moods bright and sales brisk. The opposite is true with rising temperatures. High temperatures and ample sunshine work against sales. It’s all about balance.

Again, perhaps interesting, but certainly obvious.

So how could marketers use this information, and fulfill a consumer need, a yearning, while at the same time increasing business — whether it’s foot traffic through the doors or finger traffic on keyboards?

Because the research suggests that sunlight and such measurements as higher rather than lower barometric pressure work to mitigate the negative effects of weather on consumer spending, and it’s those negative effects that directly impact consumer behavior rather than the positive effects, it seems to us that the consumer reaction to the lessening of negative effects is what is ripe for marketers to take advantage of. And we consumers would be open to that, as we search for positive stimulation during and after a spell of bad weather.

Online marketers — and all savvy marketers should have an online presence and promotional strategy regardless of physical structure or location — can use the technology to immediately react to weather forecasts and current conditions. The promotional opportunities are many. For instance, when the weather is downright dismal, online promotions should be at their peak. And when the weather breaks for the good, online marketing and traditional advertising (if the message is “in the can”) can be used to drive traffic to retail stores for a much-needed get-out-of-the-house, in-person experience. Turn up the marketing volume. Consumers are ready to hear it.

The mood of the consumer changes with the weather. But the need for gratification and the positive experiences that come with consumption rarely do.

Craig Douglass is an advertising agency owner, and marketing and research consultant. He is president of Craig Douglass Communications Inc. of Little Rock. Email him at Craig@CraigDouglass.com.