How Weather is Impacting search Trends for insulated Jackets early November 2024
With cold weather in the West, and warm weather in the East, There is a big differentiation in search volume across the US last week. Below is weather Impact on Google Search Oct 31st - Nov 7th 2024. Red is negative weather impact and blue is positive weather impact
The next 7 days show a softening trend for most areas, but overall pattern remains similar. Below is weather Impact on Google Search Nov 8th - Nov 15th 2024. Red is negative weather impact and blue is positive weather impact
Overall U.S. Impact
The overall weather impact on insulated jacket search demand across the U.S. over the last 7 days was -5.1% YOY, with a slight improvement to -4% YOY anticipated for next week. This trend is largely driven by high population centers, especially in the Northeast, experiencing unseasonably mild weather that dampens demand for insulated jackets and other cold-weather apparel.
Western Markets: Sustained Momentum
New Mexico continues to lead weather-driven demand signals, with weather impacts on searches reaching +40% YOY last 7 days and maintaining strong positive momentum at +30% YOY in our upcoming 7 day forecast. Albuquerque is currently under a winter storm warning, with up to a foot of snow expected in the foothills. The broader Western region has also maintained positive weather impacts, ranging from +30% YOY last week to +10-15% YOY in next week’s outlook. Ski areas in the West have seen significant snowfall, with many Colorado resorts opening early and benefiting from better-than-usual conditions for this time of year.
Northeast: Weak Demand
The Northeast is seeing a notable decline in insulated jacket demand. Last week, impacts ranged from -10% to -15% YOY, with areas such as western New York down 15% YOY, New York City down around 12% YOY, and Philadelphia similarly affected at 12% below last year. Projections for next week indicate Vermont, Burlington, and Connecticut will experience even sharper declines, with some areas down over 15% vs last year and select regions facing decreases as high as 18% YOY.
Southeast: Up to 30% YOY drops in weather driven search
The Southeast continues to experience unseasonably warm temperatures, negatively impacting demand for cold-weather clothing. The Tallahassee-Georgia region recorded weather impacts of -30% YOY on searches last week, with only a slight improvement to -20% YOY expected next week. This prolonged warm spell suggests a delayed start to the colder-weather retail season in these markets, likely affecting overall seasonal sales for the region.
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