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  • Creative Commons, Aergentem, 2008 ©

Weather affects consumer behaviour

A new report from Weather Trends International (WTI) stresses the importance of watching the weather when forecasting sales.

Location Global

According to  the Weather Trends International (WTI) report Identifying and Quantifying How Weather Influences Consumer Behaviour, retailers and manufacturers who look at their sales in relation to the weather year-on-year (YoY) will have a distinct competitive advantage over those who still only market their goods and services based around YoY sales assessment. The report shows that statistically, the weather repeats itself less than 20% of the time YoY, with weekly forecasting even more volatile, so relying on a previous year’s sales as an indication of a subsequent year’s sales is dangerously inaccurate.

WTI stresses that ...