If you’ve ever felt a bit flat when the skies are grey and the wind’s howling outside, you’re not imagining it. Cold, gloomy weather really does mess with how we feel and what we do.
There’s even a name for it: Seasonal Affective Disorder (SAD). It’s a form of depression that kicks in with the change of seasons, mostly in autumn and winter.
For people who experience it, SAD can bring on low energy, grumpiness, and a strong urge to avoid social situations altogether. It also impacts shopping behaviours of consumers, and that’s what we’ll discuss today.
Effect of SAD on Buying Habits
Now, that shift in mood doesn’t just affect personal habits. When people feel good, they spend differently. On sunny days, most of us feel more upbeat and sure of ourselves, and that shows in how we make choices. We’re more likely to spend on things we don’t need, like treating ourselves to something new, saying yes to plans, or pulling the trigger on a big purchase we’ve been considering.
But when the skies are grey and the air’s cold, most of us go into conservative mode. We stick with what we know, spend more cautiously, and look for comfort.
Interestingly, even big business decisions follow this pattern. One UK study found that mergers and acquisitions announced on gloomy days actually performed better.
A good explanation of this is that the decision-makers were more cautious and less overconfident. The takeaway here is that mood influences decision-making at every level, whether someone’s buying a hoodie or acquiring a company.For further reading, this peer-reviewed study explores how weather affects decision-making.
How Cold Weather Affects Human Mood and Business Decisions
If you’re running a business in Sydney, New South Wales, during winter, you’ve probably already noticed things slow down in person. Fewer people are out and about, especially if it’s raining or windy. This doesn’t mean they’ve stopped spending; it just means they’re spending differently.
More people start shopping online from the comfort of their home. And what they buy changes, too. There’s a clear jump in interest for comfort-focused products such as fluffy blankets, soft trackies, hot drinks, and indoor entertainment like Netflix or games.
People also start spending more on things that make winter easier or just a bit nicer, such as heaters, thermal clothing, home-cooked meals, or anything that helps them bunker down comfortably.
This is where businesses that get the psychology of the season can really thrive over the competition. Because if you’re offering something that speaks to how people feel at the moment, you’re far more likely to win the sale.
That’s why working with a digital marketing company that understands both seasonal demand and local audience behaviour is so important. If you know what people are feeling, you can better meet them where they are mentally, emotionally, and commercially.
Industry Winners and Strugglers in the Cold Months
Not all industries feel the chill of winter the same way. Some naturally thrive, while others hit a seasonal slump.
Winners:
Cafes and food delivery services usually do well, as expected. Hot food, soups, and coffee are considered comfort food when it’s cold out.
Heating suppliers, winter clothing retailers, and streaming platforms often see a spike in sales as well because people also want to stay warm and entertained when indoors.
Strugglers:
These are the industries that typically struggle during colder months:
- Businesses that are tied to the outdoors or summer products
- Construction jobs
- Event venues that rely on outdoor functions
- Retail (unless your fashion store has decent winter stock)
The Case of Pool Fencing: A Perfect Example of Seasonal Demand
Take the keyword “pool fencing” as a concrete example of how seasonal behaviour affects search trends in Australia. If you take a look at Google search trends from June 2024 to May 2025, you’ll notice that interest in pool fencing followed a pretty clear seasonal rhythm for that year.
During the heart of Sydney’s winter, i.e., June and July, the Google searches dropped to around 8,000 a month, which makes sense considering it’s not exactly pool weather.
August came by, and things started picking up, peaking in January 2025 at over 12,000 searches, and about 70-75% of those were on mobiles.
Coincidence? We think not. It lines up with summer, when people are prepping or upgrading their pools.
Then, as we rolled back into autumn, the interest dropped again and stayed steady through May 2025. So if you’re in a niche like this, the data’s clear: plan your campaigns to hit before the seasonal spike. Like they say, timing really is everything.
That said, there was a year-on-year drop of about 18% in search volume. That’s a bit of a red flag. It might mean the market’s cooling off due to new regulations, housing trends, or just too many players in the space. This is another reason why it helps to have a local expert in digital marketing in Sydney by your side to read these signals early.
Forecasting: The Smart Way to Respond to Seasonal Trends
There is an upside to seasonal affective disorder. This kind of seasonal change is predictable, and smart businesses use that to their advantage.
You can plan your ads and social content around the weather. If a cold snap’s on the way, that’s your cue to promote your heaters, soups, or indoor services. If there’s a random sunny day in the middle of winter, it might be a great time to run a flash promo on outdoor gear or sunglasses.
Some businesses even plug weather data into their CRM systems, so they can tailor messages automatically. For instance, if it’s a rainy Tuesday, you could send out an email pushing umbrellas or waterproof jackets. And then on a cold day, you could push your hot drinks, comfort meals, or loungewear line.
When you combine what’s happened before with what the forecast is saying now, you stop reacting and start anticipating.
And that’s the edge resilient businesses have. They don’t wait for demand; instead, they find a way to actually get in front of it. That’s how you beat the competition and drive massive sales to your business!
By the way, if you’re looking to take advantage of this kind of insight, it’s worth connecting with a local digital marketing company that understands the rhythms of Sydney’s market.
Work With Netplanet Digital to Make Sense of These Trends for Your Business
Weather, mood, and seasonality don’t just change what people wear; they shape how they shop, what they buy, and when they buy it. These patterns can make or break your sales if you’re not paying attention.
The good news is, you don’t have to figure it all out on your own. At Netplanet Digital, we help Sydney businesses like yours understand what these trends really mean and how to use them to your advantage.
Whether it’s planning smarter campaigns, improving your SEO, or simply knowing when to push and when to pause, we’ve got the tools, the data, and the know-how to help you grow.Book a FREE 30-minute strategy call with us today! We guarantee we can help you make sense of these trends for your Sydney business.
