Weather
Every weather condition suppresses demand. All of them.
It's 72 degrees outside. Nobody wants to see your carousel ad.
Sunshine is the one competitor you cannot outbid.
In effect 03-15 to 06-10
It's the first nice weekend of spring.
Don't worry. Performance should normalize once people stop enjoying themselves.
In effect Apr, May · Sundays, Saturdays
Patio season opened this week and took evening screen time with it.
In effect 04-01 to 06-10
Daylight now extends past dinner, and scrolling has lost its time slot.
In effect 04-15 to 06-10
It rained, and nobody shops in the rain.
Nobody shops in the sun either. See adjacent excuses.
In effect Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov
Consumer sentiment is damp.
In effect Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov
Weekend rain in three major metros just erased your retail foot traffic.
In effect Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov · Sundays, Saturdays
It is too hot to exist, let alone convert.
Maslow put thermal regulation well below shopping.
In effect 06-15 to 08-31
Everybody with purchase intent is currently in a body of water.
Phones stay on the towel.
In effect 06-15 to 08-31
Nobody comparison shops at 97 degrees.
Cognition returns in the evening, and the evening belongs to air conditioning and streaming.
In effect 06-15 to 08-31
There is an inverse correlation between heat index and add-to-cart, and this week proves it.
In effect 06-15 to 08-31
Your audience is sneezing, not shopping.
Pollen counts and conversion rates move in opposite directions. This is documented somewhere.
In effect 04-01 to 05-31
Antihistamine fog does not pair well with considered purchases.
In effect 04-01 to 05-31
Hurricane season has coastal customers postponing anything that requires a delivery.
Nobody orders a package they might have to evacuate away from.
In effect 09-01 to 10-15
The spaghetti models are getting better engagement than your entire account.
In effect 09-01 to 10-15
A third of the country is inside the cone of uncertainty, emotionally if not geographically.
Weather apps are the only funnel converting this week.
In effect 09-01 to 10-15
Everyone is at an orchard.
Paying orchard prices for apples, ignoring your retargeting.
In effect 09-15 to 10-31
Leaf peeping has half your audience on a scenic byway with no signal.
In effect 09-15 to 10-31
Perfect sweater weather is a demand event for exactly one category, and it is not yours.
In effect 09-15 to 10-31
The first cold snap landed and everyone is recalibrating their entire existence.
Thermostats, wardrobes, moods. Your ad is not part of the recalibration.
In effect 10-15 to 11-30
Wallet share just shifted to coats, boots, and regret about last year's coats and boots.
In effect 10-15 to 11-30
A named winter storm is sitting on two of your three fulfillment regions.
Ship-by dates are now aspirational.
In effect 12-01 to 03-10
School closing alerts have consumed every parent in your audience since 5 a.m.
A snow day is a denial-of-service attack on household attention.
In effect 12-01 to 03-10
The storm got a name, so the whole region is watching radar instead of converting.
In effect 12-01 to 03-10
Carriers issued weather advisories and your delivery promise quietly stopped being a promise.
In effect 12-01 to 03-10
Discretionary joy is suppressed under this much gray.
Purchases classified as fun are on hold until the sun returns.
In effect 01-01 to 02-28
Sunset is before dinner. Consumers are in maintenance mode.
Maintenance mode buys groceries and nothing else.
In effect 01-01 to 02-28
Vitamin D levels and conversion rates are bottoming out together.
In effect 01-01 to 02-28
The weather is beautiful, so nobody is inside looking at ads.
This is settled science.
In effect always in effect
The weather is terrible, so nobody is in the mood to buy anything.
Also settled science.
In effect always in effect