Bad weather drives more online shopping among Americans, generating more revenue than online shopping on Monday

According to Adobe's latest research, Americans' online shopping spending increased significantly during severe weather, and the online sales even exceeded Cyber ​​Monday. Adobe expects severe weather to bring in $13.5 billion in additional online sales in 2023, a year-on-year increase of 3%.

Adobe found that weather conditions such as light rain, light snow or strong winds can significantly drive online shopping among American consumers, and the specific impact of specific weather patterns varies by region and season. For brands and retailers, this discovery can help them more accurately predict consumer behavior.

Cumulative online sales triggered by the severe weather exceeded those of Cyber ​​Monday, the biggest online shopping day of the year, which generated $11.3 billion in sales last year, Adobe estimates.

Reacting to the weather can help brands fine-tune their promotions and supply chains, noted Adobe analyst Vivek Pandya.

When severe weather occurs, consumers are more likely to stay at home and spend the money they would have spent going out on online shopping, thereby increasing e-commerce sales.

As for the specific impact of various weather conditions, Adobe concluded:

Rainy weather brought the biggest online sales boost, at $8.7 billion. The effect peaked when rainfall reached 0.8 to 1 inch (2.5 centimeters), which usually means three hours of heavy rain. Shopping gains were particularly strong on weekends and in the fall.

Windy weather will increase online sales by $4.4 billion, but this will only help to a certain extent. Winds over 25 mph (40 kph) can cause online sales to drop, but there are regional differences. Strong winds caused e-commerce sales to drop in Atlanta, while shoppers in Chicago continued to spend in the same conditions.

Snowy days saw a small increase in sales, with regional differences. In cities with lower snowfall totals, such as Austin, Texas, and Charlotte, North Carolina, e-commerce sales declined as consumers focused on the weather. In cities such as New York and Seattle, snowfall prompted people to stay home and shop more online.

Editor✎ Ashley/

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