Summer strategy playbook: How 5 categories capitalize on seasonal trends to win consumer spend

As we inch closer to the summer season, every change in weather signals a shift in consumer behavior. When temperatures rise, humidity intensifies, or thunderstorms roll in; people adapt their activities, needs, and purchasing decisions.

The Weather Channel’s summer outlook forecasts warmer-than-average temperatures over much of the country. Let’s explore how brands can transform forecasts into powerful marketing moments throughout the summer.

Temperature outlook: June 2025

It all starts with data from the world’s most accurate forecaster.¹ But we don’t stop there. We go beyond the forecast to create actionable insights that people and businesses can use — building trust along the way. By turning weather data into weather intelligence, we create contextually relevant moments for brands to engage with your audience at precisely the right moment. It’s all about meeting your consumers exactly when the weather will be impacting their mood, mindset, and motivations.

Beyond forecasts: how summer weather impacts consumer decisions

Weather impacts every person and business on the planet. Smart marketers recognize these powerful behavioral patterns and use them to reach audiences when their products or services become most relevant. This summer, we are highlighting specific opportunities in skincare, outdoor activities, home improvement, culinary, and energy.

Success stories

A leading dermatologist recommended skincare brand captured consumers’ attention on The Weather Channel app homescreen with dynamic messaging during the seasonal transition between spring and early summer. High-impact, native ads activated in ZIP codes during clear, warm, sunny, cloudy, and high UV conditions and led to higher incremental sales by new buyers (63%),⁸ sales lift (2.19%),⁹ and ROAS vs. benchmarks (2.3x).¹⁰ 

A global pharmaceutical brand activated social media messages in ZIP codes when the optimal mix of environmental conditions historically proven to increase symptoms, prescriptions, and insurance claims were forecasted. The results: more efficient cost per click for psoriasis (+70%)¹¹ and psoriatic arthritis (+57%)¹² brands.

Success story

Jeep^® captured outdoor enthusiasts’ attention precisely when they were most receptive by aligning messaging with real-time weather conditions. The brand connected with consumers as they planned their adventures during cultural weather moments like Memorial Day. They drove impressive results, including 4.4% lift in familiarity,¹⁶ 4% lift in brand consideration,¹⁷ and record-breaking site traffic.¹⁸

Success story

STIHL activated home improvement advertisement videos on social media with timely, relevant seasonal project tips tailored to sunny, inclement, and dry conditions. Matching relevant seasonal videos to local forecasts achieved dramatic engagement: 320% more time on site,²¹  and 113% higher video completion.²²

Success stories

Tyson Ballpark captured consumer attention with dynamic creative on The Weather Channel app home screen in ZIP codes experiencing perfect grilling weather, driving full-funnel lift including a 22% lift in purchase likelihood.²⁵

McCormick & Company, Incorporated engaged consumers on The Weather Channel app in 1:1 personalized dialogue. During ideal grilling weather, they received grilling tips, recipe inspiration, and local weather forecasts. This drove brand lift, including +15.7% in unaided awareness.²⁶

Success story

Ecoflow reached consumers with proactive preparedness messages on The Weather Channel app and across the digital ecosystem. By reaching people in ZIP codes predicted to have power outages from extreme summer weather — precisely when they’d likely be in need of backup energy solutions — the campaign generated 8.1x ROI.³⁰

Heat up your sales: winning strategies for peak demand season

Ready to make weather work for your brand? Here are three powerful ways to put these summer insights into action with a weather strategy:

Hyper-relevant, high-impact creative

Premium ad formats on The Weather Channel digital properties connect your brand to a highly engaged audience of 330 million global monthly users while they are in their habitual planning routine.³¹ High-impact, contextual creatives drive real-time brand awareness and purchase consideration. 

SC Johnson Integrated Marquee in The Weather Channel app

Premium consumer experiences

Personalized forecasts and tools on The Weather Channel Digital help people manage their health, maximize their time outside, and prepare for weather. These features directly influence consumer spending on health and wellness products by connecting brands during decision-making moments.

Scalable weather data

Weather Targeting, developed with advanced, AI-driven technology, helps brands align messaging with local weather patterns — at the ZIP code level — across the advertising ecosystem. A nuanced combination of weather factors activates ads in tune with consumers’ seasonal mindsets and behaviors for summer marketing campaign efficiency.

STIHL Weather Targeting social media example

Maximize your summer marketing campaign potential. Tap into The Weather Company’s advertising solutions for powerful insights and tools that elevate your brand and connect with consumers at the most impactful moments.