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Warm, dry days benefit outdoor living sales

TEMPERATUREJULY 2010 was exceptionally hot and trended as the nation's 17th warmest in 116 years. The East bore the brunt of that heat. The Northeast and Southeast experienced their fifth and third warmest July on record, respectively.
     Although warm weather is favorable for outdoor categories, last July's temperatures were too hot and discouraged consumers from spending time outdoors. While the East was baking, the West was shivering with cool weather dampening outdoor categories. Another damper for 2010 sales was the sixth wettest conditions in 116 years for the United States as a whole.

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     This month will trend cooler than last year and normal in the East, which will actually benefit outdoor living categories as there will be less oppressive heat and more opportunities to enjoy the outdoors. However, wetter conditions along the East Coast could temper demand. The West will trend warmer than last year which will be a positive in this region for outdoor categories, especially versus last year's record chilly weather. The Southwest and Plains can expect to see more favorable conditions thanks to much drier weather this year.

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