By Gulrukh Saiyed, Strategist – Shopper and Experiential at N2O

As we get ready for a (hopefully!) hot British summer, retailers have lots of opportunities to tap into the seasonal boost the warm weather brings. The relationship between sunshine and customers' better moods is real and can directly impact basket spend.

To help brands capitalise on this seasonal boost, we’ve explored ways retailers can enhance the shopping experience and get people to pop more products into their baskets.

The Psychological Impact of Sunshine

It’s no secret that the warmer weather makes a lot of people happy. Let’s face it: we don’t get much of it in the UK, so it’s bound to improve our mood when we do. But what might surprise you is how significantly weather can influence an increased basket spend. We know consumer sentiment is vital to unlocking that all-important purchase potential, so retailers can make hay while the sun shines (literally) by using the heightened optimism and indulgence that comes with sunny weather.  

Studies show that exposure to sunlight directly impacts consumer spending, with shoppers willing to pay more for products that align with their summer mindset. For example, last year saw food sales go up 2.6% over the three-month summer period, with specific items seeing even higher percentages, such as 37% more for green tea and a staggering 56% more for gym memberships during this time period.

And it’s not just small ticket items; the weather can alter intent to purchase big-ticket items like cars and houses.

63% of shoppers attribute their increased optimism to warmer weatherand with it, their desire to spend increases. This makes summer a bright time for retailers to get their marketing efforts right.  

This makes summer a bright time for retailers to capitalise on seasonal sentiments that resonate with consumers' heightened mood and willingness to indulge— whether through health-focused offers, lifestyle products, or simply getting an '80s ice-cream van in stores to dial up on nostalgia!

Think outside the box with cross-category pairings.

There’s no doubt that certain cross-category combinations go together. BBQ meats and chilled beverages are obvious summer staples and serve up complementary shopper needs.  

But most retailers already know this. So, delivering unconventional cross-category pairings is a method to stand out. For families stocking up on outdoor game sets, for example, you could throw in sunglasses nearby so they can keep playing even if the sun decides to make an appearance.  

If people are packing their picnic hampers, you could offer items like car shades to help them travel to and from their outdoor destinations. Retailers who find ways to merge categories that naturally work together and those that consumers may not have considered otherwise will go a long way in encouraging impulse purchases, addressing multiple needs in one cohesive retail space.  

Make in-store shopping a (summer) breeze.

An undeniable strategy to secure impulse buys is to bring complementary products together in one dedicated space. This delivers shopping convenience, which is perfect for engaging today’s time-constrained shoppers who value simplicity and efficiency in their shopping experiences.  

Delivering a summer-themed experience that combines all those cross categories, whether in-store or at an out-of-home pop-up, screams convenience (which we know most shoppers love). Let's look at festival season. If you had a space where they could find festival outfits and beauty must-haves, camping apparel, food and drinks under one roof, it'd let them do all their purchasing in one go. As such, they're much more likely to explore more products than initially intended, leading to additional sales.  

Gear up for success this summer.

Summer is your chance to turn good vibes into great sales. Retailers who can adapt and innovate with cross-category marketing and convenience will likely be in the best position to capture a large share of the summer spending surge. Making shopping enjoyable, unexpected and effortless is a method that will surely deliver success in the summer.