Insight Report 1 minute Premium

Is April the Cruelest Month? Perhaps So, for Consumer Traffic at Least

Executive Summary

  • April is expected to be a tough month for retail demand, according to business weather intelligence company Planalytics. Last April, the weather was warmer across much of the US, and Planalytics forecasts that weather-driven retail demand will be down 2% year over year this April. The weather in Europe has been volatile as well.
  • While there is substantial pent-up demand for spring merchandise, cold weather continues to delay purchases, since consumers generally buy according to need.
  • The weather outlook is likely to lead to heavier discounting. Though retailers are likely to sell their spring inventory eventually, higher discounts will lead to lower profitability.

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