Turn up the heat on your holiday campaigns with weather-driven insights

We all know that feeling — the anticipation of winter and the holiday season. Whether it sparks child-like excitement or a hectic whirlwind of activities, one thing is for sure: Emotions run high the last few months of the year. But is it just the calendar stirring those feelings, or could weather be playing a role in influencing holiday consumer behavior?

Weather: the unexpected force behind consumer emotion

Weather influences our everyday decisions in more ways than we realize. In fact, 84% of consumers across all generations admit that weather affects them emotionally.¹ It’s why the shift in seasons is often a better gauge of consumer mindset than the date on the calendar. As the seasons change, people feel more optimistic, social, and ready for something new — making it the perfect moment for marketers to connect. According to The Weather Channel app^TM users:

But with climate patterns shifting globally, when does the “season” really start?

‘Tis it really the season?

Gone are the days when marketers could rely on a universal ‘start of winter’ to kickoff holiday campaigns. Today’s fluctuating seasons demand a more nuanced approach. For those aiming for timely, relevant campaigns, forward-thinking brands are embracing dynamic Weather Targeting, a powerful tool that allows brands to sync their messaging with the specific climatic cues that catalyze holiday shopping moods, regardless of the calendar date.

A beloved coffee chain leveraged The Weather Company’s expertise to tap into the holiday spirit and winter weather cravings. By combining Weather Targeting and high-impact dynamic creative on the homescreen, they aligned their limited-time offer messaging with real-time local weather conditions on The Weather Channel app. This strategy capitalized on the fact that 66% of people say winter weather impacts their beverage choices,² and nearly half are excited about seasonal drinks.² The result? An impressive 94,400 incremental store visits and a 12.2% lift in foot traffic, proving that understanding weather’s influence on consumer behavior can brew up significant success.³

The purchasing power of seasonal shifts

Winter weather doesn’t just mark a change in temperature; it signals a shift in seasonal buying trends, as evidenced by The Weather Channel app survey data:

Let it snow, let them shop

Seasonal spending habits may seem tied to the holiday calendar, but it’s the weather that really dictates how consumers feel — and when they’re ready to spend.

Marketers can tap into this powerful insight by using proven, accurate weather data⁵ to target consumers at the right moment, with the right message. Weather Targeting is a privacy-friendly approach to contextual marketing that can predict consumer needs, helping brands future-proof their strategies with scalability across the advertising ecosystem.

Holiday marketing strategies will always be about timing, and with Weather Targeting, you’ll be ready when that seasonal excitement strikes. As the temperature falls, let the deals drop. That’s when the real holiday magic happens.