August 2018 is off to a warmer start with stronger sales of summer products in eastern and central markets while some cooler comparisons to last year are expected for some western, southeastern and gulf coast markets during the next few weeks, according to researchers at Planalytics. For the month overall, Planalytics is projecting positive weather impacts for seasonal categories.
For example, fans are projected to see a weather impact of +25% nationally along with categories such as swimwear (+6% nationally), sports drinks (+11% nationally), and suncare industry (+8% nationally). Warmer comparisons to Lleast, especially in the eastern half of the country, will hurt early fall apparel sales. For example, Planalytics is projecting Fleece (-3% nationally) will see an unfavorable weather impact compared to August 2017.
Last August was the coolest in three years, supporting early autumn demand. Hurricane Harvey made landfall late in the month significantly disrupting commerce across eastern Texas.
Photo: Weather Impact Examples for August 2018 versus August 2017