While the world has four seasons, the retail world has 13-30, according to an article in the Wall Street Journal, with market research data heavily informing this conclusion.
January is organization and storage month as well as a health and wellness time. With a focus on people trying to keep tabs on New Year’s resolutions the stores focus on exercise equipment, vitamins, organizing bins.
February is the “Big Game,” time for Super Bowl parties, focus on grills, BBQ-friendly foods, chips, etc.
April is Lawn and Garden time, patios, tools, fertilizer.
May/June is Summer time including allergies, tissues, ice-cream—Meijers store actually store Kleenex boxes with ice cream pictures on the box in the ice cream section of the store.
July /August starts the Back to School discussion
October is Women’s health month and lots of pink clothing, cosmetics and women medicines
October is Halloween and Fall with a focus on rakes, sweaters, comfort food, as well as cold and flu season, orange juice, cough drops, etc, and of course preparation for Black Friday.
November/December is Holiday baking season, with Kimberly Clark using cake slice-shaped boxes for the holidays
December is the holidays, the big Kahuna
The goal of these Holidays is to improve “impulse purchases”, which market research shows dropped by half since 2008.
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Other ways in which market research informs these holidays, Target stores did their own research in determining college kids want to personalize their rooms, leading to a change in their back to school marketing.
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