How Weather Influences Our Shopping Behavior
Have you ever noticed how the weather influences our mood and even our shopping habits? The changes in weather and seasons not only affect the probability of purchasing weather-sensitive products like AC and air purifiers but also impact the entire purchasing journey itself.
According to a study conducted by Hana Financial Management Research Institute, weather significantly affects consumer behavior across all industries. On sunny days, credit cards spending tends to be higher compared to cloudy or rainy days. For instance, sales in food industry tend to drop significantly when it rains or snows, while food delivery services see a boost! In contrast, sales in the retail and distribution increase during cold snaps or heatwaves but decrease during heavy snowstorms, typhoons, or heavy rain warnings.
With online shopping becoming more mainstream, a research team studied the impact of weather on online shopping behavior. Let’s dive into the details below.
Weather Affects Cart Abandonment Rates
Researchers from Beihang University, Fudan University, and Arizona State University analyzed cart abandonment data from consumers on a Chinese online shopping platform. They looked at the differences in abandonment behavior on sunny days versus non-sunny days (rainy, cloudy, or snowy days).
Check out this graph!
*Abandonment Score: 1 = All carts were abandoned, 0 = All items in the cart were purchased.
The study found that on non-sunny days, the cart abandonment score was 0.55, higher than on sunny days. This means that sunny weather leads to fewer cart abandonments. The positive mood from sunny weather reduces perceived risks, thus lowering abandonment rates.
Interestingly, the study found that big brands with high awareness experienced less correlation between weather and abandonment rates. However, for brands with less awareness, sunny weather significantly reduced the cart abandonment rates.
In conclusion, sunny days reduce online cart abandonment behavior, especially for growing brands.
Marketing Tips!
On rainy days, offer discount coupons or promotions to reduce abandonment rates.
For growing brands, launch a new products or introduce unique campaigns on sunny days to attract consumer attention.
Send tailored emails based on weather changes (e.g., use brighter colors on cloudy days).
Understanding how weather influences consumer behavior can help businesses create more effective marketing strategies and enhance the shopping experience for their customers. How does weather affect your shopping habits? Share your thoughts in the comments below! 🌞🌧️❄️
