Weather Trends - May 2006
Thomas Russell -- Casual Living, June 12, 2006
Stormy, but better than 05
Nationally, last year May ranked as the 48th coldest and 49th wettest in 111 years of records and the coldest in 22 years! This had a big negative impact on Spring categories and overall store traffic resulting in weak retail samestore sales of just +2.9% according to the International Council of Shopping Centers (ICSC).
This year, the weather will be more like May 2004 which was a very favorable month for seasonal categories and retail sales, especially in the East.
It also brought a very strong Memorial Day week which again appears to be the case this year. A lot of companies tend to look at last year’s sales and plan from there, but it's important to note that the weather repeats less than 20% of the time. So, unlike last year, May 2006 will bring brighter days.
Any awareness campaigns like TV advertising, in-store displays or FSIs will be particularly effective early and late in the month.
A Weather Trends International and ICSC survey of a 1,014 households found 69% of female consumers are more likely to notice an in-store display if the weather warrants immediate use of the particular product being sold.
The severe thunderstorm season will remain very active in the Central U.S. with more drought relief there and in the East as well.