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Cool, But Not Cool Enough

By: Kaitlin T. Gallucci

"It's been an amazing winter, with virtually no snow." Yes, we seem to have been "lucky." But as Paul Walsh, VP of Weather Analytics for The Weather Channel, explains, "When it comes to weather and driving demand, timing is everything... By the time you get to President's Day, it's all about spring."

Not so lucky for some. Sales of snow shovels are down 70%, and snow boots are down 45%. Even sales of flu remedies are down 30% (bittersweet). Paul Pearlman of Emilio's Ski & Snowboard says, "we could stand outside and give the stuff away, but nobody is taking it."

Ski resorts in particular are facing a challenging season — Jessica Pezak of Hunter Mountain Ski Resort explains that even with the use of artificial snow (for which sales are up 30%), it's a hard sell: "Everyone is struggling... When there's no snow in the metropolitan [New York] area, it's hard to get people up here."

At the same time, sales of outdoor running gear has doubled, and sales of lightweight jackets are up 15%. Consumers are out and about, more than they would have been. Walsh explains, "While certain sectors are hurting, on a macro level it's good for our economy that it's been so mild."

Has the unseasonable weather affected your brand?

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About the Author

Kaitlin T. Gallucci is a marketing strategist, copywriter, and blogger located in New York. Get in touch by visiting her website or following her Twitter.

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