The Association between Daily Weather and Daily Shopping Patterns

Abstract

This study examines the relationship between daily weather and daily shopping patterns. The weather construct is operationalised using data from the National Institute of Water and Atmospheric Research, whilst the shopping data is a shopper count from a major shopping centre. Results from a multiple regression analysis suggest that the most tangible weather variables (rainfall and temperature) provide cues for shopping decisions. Possible linkages between weather, mood, and behaviour are discussed as an alternative to the physical deterrents / inducements explanation of this association.