2023 Advertising: Does Cold Weather Affect Buying Habits?


Advertising in 2023: Does Cold Weather Affect People’s Buying Habits?


If you run an online store, the time of year can affect your sales. That’s because the seasons change people’s buying habits. If they buy more groceries in winter, or if they travel less during that time — well then, what you offer might be impacted!  This is especially true if you want to attract buyers from different countries with different climates: a cold season in one country might be warm and sunny in another!

Yes, the time of year really does change the way your customers behave.

Winter is a time when people are more likely to stay indoors, so it’s no surprise that this can affect shopping habits. When you think about your customers’ homes and their lives, what do you notice?

  • They may have just moved into a new place or added furniture to an existing space
  • They may be interested in post-holiday sales
  • They may need something for themselves—a new coat or pair of shoes, maybe even some new bedding!

From Business.com, “‘The cold weather effect is the phenomenon by which businesses see an increase in profits during periods of cold weather,’ said Max Benz, founder, and CEO of BankingGeek. ‘While the exact cause of this boost is not fully understood, there are a number of theories that have been put forward to explain it.’”

In short: During winter months, keep an eye out for signs that people might be ready to make purchases related to their homes and tailor your online marketing, like Facebook adsto capitalize on what customers want.

If you have an online store, you need to prepare for cold-weather shopping patterns.

If you have an online store, you need to prepare for cold-weather shopping patterns.

Cold weather doesn’t make people run out and buy winter essentials—it makes them grab their phones and shop from their couches. If your customers can’t view your website easily on their mobile devices, they probably won’t take the time to convert into customers.

One way to ensure that your site is mobile-friendly is by making sure that it loads quickly and efficiently on all devices. Since 50% of Americans now own a smartphone, that means you should make sure the majority of websites are optimized for them as well as tablets or computers with larger screens like desktop monitors or laptops. 

Have questions about how to optimize your website

Keep in mind winter is no barrier for online retailers.

If you’re a small business owner, the winter season should be a good time to step up your marketing game. As with any other time of year, it’s important to be prepared so that you can continue to grow your company and increase sales in spite of unpredictable weather conditions. Here are some tips:

  • Make sure that your business has enough stock on hand. If customers cannot find what they want online, they may head elsewhere or decide not to purchase at all. An unfulfilled order is often worse than no order at all!
  • Get ready for faster shipping speeds by ensuring that all items are accurately priced based on weight and package type (e.g., box vs. bubble mailer). This will make both shipping times seem shorter for customers and allow for faster processing at post office counters as well as less chance of damage during transit. 

In winter, prioritize products for home working, hobbies at home, and cozy comfort.

  • Make sure you have a wide range of products to choose from.
  • Make sure you have a good return policy.
  • Make sure you have a good customer service team that can help your customers if they need any assistance with their orders or with any questions they might have regarding the items they want to buy or those they already bought from your store.


The post-holiday season is a great time for retailers to boost their sales. If you have an online store, start preparing now by prioritizing your product selection and creating engaging content that will resonate with shoppers in these colder months.