Consumers trends: Warm weather causing drastic changes to category revenue

With warm weather over recent weeks and UK holidays such as the Easter bank holiday, we have seen some clear and impactful trends emerge from SmartScout data...

No surprise, consumers were buying more Easter-related products vs. the previous month, but it is interesting to see YoY growth too, suggesting more consumers are turning to Amazon for gifts and Easter-related products.

Clear trends when assessing the data show that people are spending more time outdoors or doing jobs around the house and garden, whilst demand has fallen for winter comforts and essentials such as slippers and electric blankets. A 50% MoM decline in board games further indicates that consumers are venturing outside more than in the previous month. We also see that garden furniture covers have seen a decline of 77%, indicating a clear shift into the Spring/Summer phase where garden furniture requires less protection than during Autumn/Winter months.

Anticipating these seasonal changes is essential for any brand in the space. Using promotions or intensifying advertising spend during these periods can ensure your brand and products are visible when consumer demand is at its highest. Looking beyond the current warm weather, we can see that consumers are in a home improvement phase. This is likely to continue for some time before shifting toward enjoying the results of that effort. Think garden furniture and decoration, outdoor games, summer drinks, and BBQ-related products.