What meteorology and seasonal influences (among other events) eCommerce?

November 19, 2016 Back to blog

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like it has been in years past? What other conditions affect our sales?


In each sector, sales indexes vary with respect to different factors: seasons, weather, calendar events, etc. Generally, we can adjust well, for example, during the summer we tend to buy swimsuits and pollen season has an increase of antihistamine sales. The increase of online good acquisitions in the past has modified the seasonality call for a large number of sectors.

In the retail and eCommerce sector, sales can vary (by a lot) on a week by week basis. This is why calendar dates are so important and the provision is essential (despite there being events that aren’t predictable).


Online businesses are the most influenced by climate:


As a general rule of thumb, consumers behave the following when they purchase online according to the weather:

  • – When we have adverse weather, web interactions shoot up to a 42% increase when compared to sunny day. Weekends can bring up to a 90% increase in these interactions.
  • – Online sales decrease when there’s sun and it’s nice weather. Under these conditions, customers prefer heading over to the physical stores.
  • – On cold days we tend to stay inside. And if there’s a snowstorm, even more reason to stay inside.



What happens when there are sales?


84% of consumers prefer to make purchases when it’s on sale. From that stat, almost 70% are women. According to Ofertia’s data, 147 € is the average total of clothes, underwear, and accessories on sale for an individual.

Also, online searches increase by 60 to 80 percent on sale dates. Users find a series of benefits when online shopping. These are:

  • Comfort.
  • Best prices, promotions, and offers.
  • Saving considerable amount of time.
  • So much more information on the product and the ability to compare different offers.

Aside from distinct January and July sales in Europe and scattered holiday sales in The United States, other online sales such as Black Friday and Cyber Monday are popular. These have influenced our shopping habits to the point we may completely change them. This is why vendors should have all their inventory set to estimate the anticipated demand.


Today the weather is not always predictable:


Although the season have predetermined traits, the climate that’s composed in each of them isn’t set in stone.

Ecommerce News reminds us how special factors from each brand can provoke the same seasonality aren’t so cut and dry. Educational game and product brands are ideal for kid birthday gifts, which can occur on any days in the years. The same happens with hotels or catering companies. In this case, sales depend on calendar events and not so much on climate.


Therefore, marketers need to use specific tools to help them reach consumers when they are actually likely to need their product (not before or after).


What can you do with our campaigns?


To be prepared to arrive at the right time, we have to take into account all aspects that may affect our campaigns:

  • – On one hand, the already mentioned topic of weather is huge. Ideally campaigns should consider meteorology conditions to make a bid higher when conditions are more favorable. This could be anything from a rainy day to 90℉ plus weather.
  • – Looking at a different angle, factors such as sporting events or any highly influential events can play a major role. Online food delivery businesses highly benefit from these conditions. Their sales also soar on the weekends. And if the weather isn’t favorable, demand for this industry also increases.


Vacation days, paydays, and the increase of certain products such as gasoline are other elements to have in mind when it’s time to launch your campaigns. Every condition is suitable according to a specific company and at times, they may not know what conditions benefit them.

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