Snow Day? ‘Yay,’ Say Marketers! Yes, Really.
Financial services, auto and home improvement companies are just a few of the marketers who can benefit from snow days. On the days when schools and businesses shut down due to weather, e-commerce picks up. In an email sent to Target Marketing on Tuesday, IBM reports that Web sales in the Northeast "accounted for 24.6 percent of all U.S. sales" on Monday.
"Consumers spent the day at home, looking for deals online," writes Doug Fraim, manager of external relations for IBM Commerce.
That Groundhog Day figure is 4.9 percent higher than e-commerce sales from Jan. 26, the Monday before, reports IBM. On Jan. 26, the Northeast's online sales were 19.7 percent of all U.S. Internet-based purchases, according to Big Blue.
On the same day hairy old Punxsutawney Phil saw his shadow in Western Pennsylvania, the sunny West Coast had less of a need for e-commerce buying, according to IBM. Sales there were down 1.4 percent from the 24.7 percent they hit on Jan. 26 to 23.3 percent on Feb. 2.
Fraim says more forecasted snowstorms mean he will be keeping an eye on how they impact e-commerce activity.
In the meantime, marketers can gear up for the spike in online traffic:
1. Financial Services Companies can suggest financial products for customers who want to "save for the bad weather," Daniel Lack posts on the Masterclass Blog. Perhaps a play on the "Save for a rainy day" saying?
2. Auto Sellers can suggest selling or leasing with this soft jab from Lack: "You or your staff wouldn't be stuck with a 4×4."
3. Clothing Retailers can offer "free next day delivery on all coats and gloves, etc.," Lack says.
4. Marketers Can Coordinate With Publishers to Get Products Featured. "Newburyport-based What to Wear," writes Sara Castellanos on Jan. 27 for the Boston Business Journal, "which offers email subscribers daily clothing suggestions based on the weather and other weather-related information, expects to see an increase in subscribers because of the snow, said founder and CEO Joshua Porter."