Companies operate on their own annual schedules, with seasonality playing a significant role in their business activities. Seasonal patterns are particularly prominent in certain industries, such as agriculture, tourism, and toy manufacturing. For example, Western toymakers generate a large portion of their annual sales leading up to Christmas. Similarly, construction is more challenging in cold weather, leading to reduced employment in the winter months.
Even companies less directly linked to seasonal changes are still significantly impacted by them. A recent study by Ian Hohm and his colleagues at the University of British Columbia revealed the profound influence of seasons on various industries. For instance, social media posts on Twitter, now X, showed a peak in dieting-related tweets in the spring as the summer season approaches. Additionally, condom sales and online searches for pornography tend to increase during the summer and around Christmas in America.
Even when overall demand remains relatively stable throughout the year, consumer preferences shift with the seasons. For example, beef-eaters tend to purchase diced meat and roasts during the slow-cooking winter season, while opting for steaks during the summer grilling months. Some companies, like Starbucks, have turned seasonality into a marketing opportunity. The introduction of the pumpkin-spiced latte serves as a reliable indicator that autumn is approaching, creating a sense of anticipation similar to falling leaves and the arrival of the holiday season.
Source: www.economist.com