Seasonal-dependent opportunities and challenges for industries
by Natasha Christou Digital Marketing ConsultantOur journeys to and from work are often
made considerably more difficult by the changing seasons and the weather which
they bring with them. We often find that throughout winter, as the gritting
lorries struggle to cope with the excessive levels of lying snow, congestion
begins to build up on the motorways — a trip that would usually have taken 20
minutes can end up taking more than an hour. On the other hand, as April
reaches, we find ourselves being woken prematurely by the bright sunshine
outside, making our morning commute that little bit more complex, because we
know that the weather is not suited to being stuck inside the office all day.
Have you ever stopped to consider those
whose jobs are seriously impacted by the seasonal changes? With snow not the
only thing falling during the winter and veg similarly not growing alone in the
spring, we take a look at the different industries across the UK and how the
weather can prove to be their promotion or downfall.
Construction
We can all lay claim to having walked past
a building site in mid-July only to see a roofer or an environmental
consultant in a fluorescent vest and hard hat with severe sun burn on their
fore arms. For someone involved in the construction trade however, this is
their chance to pack up the VW
Caddy and make money — particularly the likes of a roofer, whose ability to
work massively depends on getting a clear day. When scheduling, professional
roofing contractors will plan jobs according to the weather forecast, not only
because the roof under which they are working will be exposed to the elements,
their safety is put at severe risk. Due to the fact the weather here in the UK
is so unpredictable, more often than not getting all four seasons in one day,
contractors regularly have to postpone on the morning before their arrival.
On the other side of the construction
industry, plumbers, and gas boiler technicians will often benefit from the cold
weather. Unlike work drying up in the winter for the likes of a roofer, where
safety becomes a significant concern, plumbers will find their workload
massively increase. Not only is the likelihood of a pipe freezing enhanced,
December through February is the time when we depend so heavily on our
radiators. Although work may be rife during this period, by no means do
plumbers have it easy, battling sub-zero temperatures.
Public Houses
‘Its sunny outside’, is perhaps one of our
most popular excuses to put off going to the gym and navigating our way to the
local beer garden, but do British pubs actually make more money in the hotter
weather? A recent research project estimated that UK pubs could expect 33.8
million extra customers throughout the summer of 2019. 38% of the people who
were included in the survey said they were more likely to visit a watering hole
during the summer months, whereas within the 18-24 demographic, that figure was
boosted to a whopping 84%.
But how do you attract more than three
quarters of millennials onto your premises, as opposed to them drinking in the
house? Obviously, it’s the sun that has brought them here in the first place,
so play on that. An outside space at a pub can be an absolute goldmine. We
understand that it may not be financially viable to have outdoor pumps or even
service all year round, but if you don’t, pop up bars can be a quick and easy
win for attracting the punters.
As the saying goes, it’s all ‘swings and
roundabouts’ however. During winter, which can often seem relentlessly long,
publicans are forced to reduce opening hours, potentially cut staff, and
ultimately take a massive hit on the profit pot. There are however methods
which can be applied to trading to ensure survival between September and April.
Simply offering the customers a blazing fire, a rustic menu of homely foods,
and live acoustic menu, is enough to guarantee a Holly Jolly Christmas.
Automotive industry
For car sales, it is somewhat of a strange
entity in terms of how it is affected by seasonality. In regard to the type of
car, it seems fairly obvious that the popularity of convertibles and sports car
will be larger during the summer, whereas the need for a SUV will be boosted
towards the back months of the year. March and September, the two annual
occasions when dealerships get new registrations, are often busy periods for
salesman, however our method of transport is a necessity all year round— unless
you are specifically waiting for a particular make or model, a new car is going
to come when you need it.
Health
This has a slightly shorter lifespan that
that of an entire season. ‘Sweaty January’ is enough to guarantee the health
and fitness industry aren’t affected by the new year blues, boosting their
annual profits. A study carried out in 2018 found that the average 25 to
34-year-old spends £1066.20 on self-improvement during the first month of the
year. From that total, £72.70 was spent on a new gym membership. In fact,
approximately 75 per cent of all new fitness contracts are taken out in
January, with the average joiner taking advantage of the facilities four times
before packing it in.
Gyms, fortunately, don’t see the downfall
that other industries may see throughout the year as the number of individuals
who hold a contract simply reverts back to the regulars.
The weather can both take and give from you
like nothing else. The best thing you can do is have contingency planning in
place — it might not boost your business, but it can certainly keep you afloat
during the hard times.
About the author
Jamie Roberts is a copywriter for digital marketing
agency, Mediaworks. He achieved a BA (Hons) degree in Journalism and
has worked across the world in the industry.
Sources
https://medium.com/bull-market/sweaty-january-and-how-gyms-make-money-7d682ff5eeaf
https://www.birminghammail.co.uk/whats-on/shopping/how-much-spend-january-gyms-14112005
https://www.morningadvertiser.co.uk/Article/2019/04/02/How-to-get-more-customers-for-summer-2019
https://www.knockoutroofing.com/do-professional-roofing-contractors-work-in-the-rain/
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Created on Sep 2nd 2019 10:03. Viewed 641 times.